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My only guess i to make book 2 free or 0.99  It's unlikely anyone buying it would not have bought book 1.

In Barnes & Noble you can create coupon codes (and I wish the other retailers did that). I can create a 50%-off code for book 2 and put it at the back of Book 1.

As for Zon, not much way to be creative in marketing. They have few/no options.
 
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