Abstract:

The business of bookstores has been rising and becoming a beautiful landscape. Since 1990s,
Japan’s physical bookstores have been undergoing transform from prosperity to cut-down in number due
to the competition from online bookstores and electronic book. On behalf of T-Site, JUNKU bookstore, Book
and Bed Tokyo, B ＆ B bookstore as the representative of the entity bookstore book store with marketing
innovation itself according to the rising trend, and considerable benefits. This article conducts a deep analysis
on management of Japan’s bookstores on 4R Marketing Theory and attempts to find their path to success.