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And you're using things interchangeably to confuse... take $15 book... one third discount gives $10 BUT if you buy at $10 from pub/wholesaler then sell at $15 then retailer has 50% gross profit margin ($5 is half of $10) as they take 50% more than they spent... just work it for various numbers to get facts e.g. $10 book with 50% discount equals 100% gross profit margin etc.
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