This paper examines the complexities of doing business in our virtual age, looking at the particular
challenges of
marketing
a virtual bookstore. At the center of this paper is a case study of an individual who once owned a bricks-and-mortar bookstore and considered opening a virtual bookstore, only to find the
marketing challenges too great. This study shows how the booksellers have had to adjust their own business practices so that they could interact in the smoothest possible way with virtual stores. This paper then presents some possible modifications that will allow this particular bookseller to succeed in today's virtual age.