How to build up and play Lonja

About Lonja, from BoardGameGeek:

Lonja is a tactical card game for 2-3 traders in which the players try to reorganise the display of coin cards in their favour by playing cards from their hand so that their own type of coin ends up with the majority in the rows and columns. The coin cards in your hand are used to alternately cover one card from each of the 16 cards laid out in 4x4 format, which changes the majority distribution of the rows and columns. At the end, the player who has achieved a simple majority for each row and column is awarded points in the form of the sum of all the coin cards in the row or column. The sum of two game rounds decides the winner. If there are three players, there is one game round. -description from designer