Ira Neimark, former chairman and CEO of Bergdorf Goodman, recounts his 17-year tenure at the helm of the renowned luxury goods department store. The company’s evolution from the late sixties through the early nineties is interspersed with personal anecdotes, and details how he and his team developed a very specific marketing strategy that made Bergdorf Goodman into a legendary luxury fashion emporium. Mr. Neimark also shares his views on the fall of service, the loss of customer loyalty and the importance of the human touch. The “lessons learned” threaded throughout the book provide tips for retail success.