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Retail 101: The Guide to Managing and Marketing Your Retail Business by Jason Prescott, Nicole Reyhle

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11A Crystal Ball for Independent Retailers

The best way to predict your future is to create it.

—Peter F. Drucker (1909–2005), author, consultant, professor

IF SOMEONE had told you when you were just embarking on your career path that you would become a store owner, would you have believed him or her? The reality is that retail isn’t a job many retailers set out to do. “I didn’t go chasing a dream of being a business owner, particularly a retail store owner. This dream chased me,”1 Kimberly Efseaff, of Bon Bijoux Girly Boutique in Del Mar, California, told us.

Having heard similar stories from countless other retailers, we know that retail isn’t always the job they have dreamed of—whereas others feel just the opposite and consider owning their ...

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