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Today, business is conducted in a turbulent environment where everything is changing and changing fast. A successful business is one which not only recognizes this fact and prepares to face the challenges posed by the change but influences the speed and direction of the change to make the conditions more conducive for its survival and growth. For all business organizations, profit is a determinant factor for their existence in the ever changing business environment. The primary objective of any business undertaking firm is to earn profit. Business organizations need profit not only for their existence but also for expansion and diversification. Keeping other things constant, the profitability of an organization depends on its sales volume. This book, therefore, provides a good frame work for all business organizations to adjust their business practices and to be successful in this dynamic environment. This book also provides individuals with a good insight about how they can run their business and be profitable in the long run.

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Guesh Berhe Gebremichael earned a BEd in Marketing and Sales management from Jimma University and an MA. in Business Administration, with a specialty in International Business from Mekelle University. He began his teaching career at Aksum University in 2007 and now he is an instructor and a program coordinator of Marketing management.

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