... illustrate how the battle between the two developed. In our conclusion, we will work out who the winner of this battle is and for which of the two companies online retailing is more successful today. The appendix includes several tables to illustrate the figures we give in the different parts of our essay and to provide further and more detailed information. 2. Traditional Bookselling In 1996, every US citizen bought an average of 10 books which means that all in all they spent $26 billion on books. The highest concentration of buyers was found among adults between ages 35 and 75 with incomes of $45,000 or more. Although consumer expenditures on books grow every year, the annual growing rate decreasing because of the growing popularity of 'book substitutes' such as cable TV, VCRs, and video games. The bookselling chain began with authors who sold the rights of their works to ...

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