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Full Description
Presenting a conceptual view of the challenges and opportunities of becoming an entrepreneur, this edition includes greater coverage of computer applications in business, advertising strategy, and "service" businesses. It includes new business profiles, cases and special-interest features. It provides detailed chapter summaries and short case studies and identifies learning goals to help students gain a full understanding of concepts. The book uses "Small Business Profiles" to highlight entrepreneurial success stories and includes entrepreneurial projects and special interest features that allow students to experience an activity related to small business. In addition the book contains a glossary of key terms along with revised discussion questions.
Contents
ENTREPRENEURSHIP, SMALL BUSINESS OWNERSHIP AND FRANCHISING: Entrepreneurship; Ownership; Franchising; ESTABLISHING THE FIRM: Buy an Existing Firm or Start a New One; Soures of Funds; Locational Analysis for the Small Business; Physical Facilities of the Small Business; MANAGEMENT CONTROL: Management and Employee Relations in the Small Business; Personnel Management in the Small Business; Financial Record Keeping and Cash Control; Accounting Statements and Analysis; MERCHANDISE CONTROL, INSURANCE AND COMPUTERS: Purchasing in the Small Business; Inventory Control; Risk Insurance and Theft; Computers in the Small Business; MARKETING THE PRODUCT OR SERVICE: Marketing, Marketing Research and International Marketing; Pricing; Consumer Behavior and Personal Selling; Promotional Strategy in the Small Business; Consumer Credit; THE GOVERNMENT AND SMALL BUSINESS: Legal Considerations; Government Control and Assistance; Appendix; Index.
