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“The next step is to create the systems to capture as much information as possible and analyze this information in a number of ways,” explains Bob Liss, vice president of operations and administration, Berrett-Koehler Publishers in San Francisco, Calif., which publishes nonfiction books in many subject areas, including human resources, personal development, leadership, business ethics and economics. “It’s not enough to look at average monthly or yearly sales,” says Liss. “What if 80 percent of your sales came from a single order? What if sales were high for the first three months of the year and then fell off, or vice versa?”
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Cheryl Dangel Cullen
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