A. Coskin (Josh) Samli

Research professor of marketing and international business, Univ. of North Florida; author of Up Against the Retail Giants

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Dr. Samli’s new book supports what you’ve heard Jim say for years. Focus on what customers want not what they need. The price war is over and don’t try to fight it. And the key to success in small business is differentiating your self from competitors large or small.