What to do if the client doesn’t know what he wants? What's more important: paying bills or making friends? How to create a stir around the most banal products? How can you be sure that your business exactly fulfills the wishes of its customers? These questions are answered by Stanley Marcus, a brilliant businessman who headed the Neiman-Marcus luxury goods stores for many decades. His stores survived the Great Depression, World War II, became one of the main attractions of Texas and gave impetus to the development of the city of Dallas. The author firmly followed his own principles of luxury service, which he outlined in the book. The book is recommended for: owners and managers of retail stores, specialists in the field of marketing, PR and advertising, and everyone involved in the fashion industry.