by Edgar A. Falk Prentice Hall Press 2003, $20 (paperback), 302 pp. This is the revised edition of the 1994 classic guide to making the most of retail opportunities in any environment. It adds seven new chapters to the original, including one on restaurant marketing. Falk is a nationally known marketing and public relations expert who has worked with major clients like General Electric and American Motors. His suggestions run the gamut from how to attract new customers and keep them coming ...

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