VACAVILLE, Calif. (MMD Newswire) June 2, 2009 -- Making Money is Not Illegal, Immoral or Fattening by brothers-in-law Art Freedman and Bruce Sanders aims to supply small to midsize retailers with the strategies and confidence needed to improve profits. "The tactics in our book are a success formula for any retail business at any time," says Sanders. "The tactics are of special importance in challenging economic times."

Sanders notes that retail sales in the United States have fallen, but a recent increased consumer confidence index shows hope for future recovery. This book is intended to strengthen retail business owners in this fragile economy by first making them realize it's OK to make a lot of money. "One of our discoveries was how often locally based retailers, who feel a part of their communities, are actually ashamed to make money, let alone lots of money," says Sanders. "These retailers fail to realize that they must make a healthy profit in order to improve their business operations and withstand hard times."

But that realization, he says, is by itself incomplete. Making Money Is Not Illegal, Immoral or Fattening guides retailers through key techniques designed to earn them the right to set the prices they'd like by providing convenience, the right product selection and excellent customer service. "Run your business as if your most challenging competitor is going to open a store right down the street from you," says Sanders.

For more information or to request a free review copy, members of the press can contact the authors at bruce@retailinmotion.us. Making Money Is Not Illegal, Immoral or Fattening is available for sale online at Amazon.com (http://tinyurl.com/chlf7j), BookSurge.com and through additional wholesale and retail channels worldwide.

About the Authors
With more than 40 years experience in retailing, Art Freedman provides retailer-to-retailer training and mentoring worldwide. Bruce Sanders, Ph.D., who is on the teaching faculty at University of Nevada-Reno, is a consumer and organizational psychologist specializing in how retailers and other providers of products and services can make and save more money. Together, Freedman and Sanders own Retail In Motion, LLC, a retail business consulting firm.