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Tom Winninger is the author of the best-selling book, Price Wars: How To Win the Battle for Your Customer! He provides creative, practical approaches for gaining market share without lowering price. He is also the founder of the Winninger Institute for Market Strategy, an organization focused on future trends and market research. In this capacity he has written numerous papers, including "The Future is Calling," "Converting Management to Leadership," and "What To Do When Sam Comes to Town."
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