Borders Group, Inc.: This Season, It's The Original Thought That Counts campaign

Kevin Teague

Borders Group, Inc., the second-largest American book retailer after Barnes & Noble, Inc., adjusted to a trend of dwindling mall traffic by erecting more and more superstores, which tallied 435 by 2003.

Borders Group, Inc.: This Season, It's The Original Thought That Counts campaign

Kevin Teague

OVERVIEW

Borders Group, Inc., the second-largest American book retailer after Barnes & Noble, Inc., adjusted to a trend of dwindling mall traffic by erecting more and more superstores, which tallied 435 by 2003. Hoping to dissuade consumers from shopping for books, CDs, and videos over the Internet, Borders strove to provide at each of its stores a customer-friendly setting equipped with cafés, furnished with comfortable seating, and set up so that customers could preview books and music before making a purchase. In April 2003 Borders ended...

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