A 116-page, comprehensive, practical guide to textiles and problem garments—as well as everyday items—and how to handle them, from reception at the counter through spotting, cleaning and finishing, with an emphasis on the role of the spotter.

Those familiar with marketing only as consumers might think that it's something only large companies with lots of money to spend should pursue. But you don't have to be a huge multinational corporation to be able to build your business with a marketing plan.

Drycleaners are familiar with the power of an “ecofriendly” message. Indeed, many operators were at the forefront of the movement, fighting poor publicity stemming from perc use. Some switched solvents, thinking that using something other than perc would improve their standing in the consumer consciousness.