Published by Pearson (February 25, 2019) © 2020
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Entrepreneurship: Starting & Operating A Small Business untangles the complex economic, financial and professional considerations surrounding business ownership and operations. Balancing real case studies with thoughtful instruction, the text helps you develop a business plan step by step. This approach allows you to internalize different aspects of business ownership at a self-guided pace.
The 5th Edition features substantially revised content and cases. With this text, you'll be well equipped to start drawing up a business plan immediately, enhancing your experience both in and out of the classroom.
UNIT 1: ENTREPRENEURIAL PATHWAYS
1. Entrepreneurs and Entrepreneurship
2. Pathways to Success: Processes and Instruments
3. Creating Business from Opportunity
UNIT 2: INTEGRATED MARKETING
4. Exploring Your Market
5. Developing the Marketing Mix and Plan
6. Smart Selling and Effective Customer Service
UNIT 3: SHOW ME THE MONEY: FINDING, SECURING, AND MANAGING IT
7. Understanding and Managing Start-Up, Fixed, and Variable Costs
8. Using Financial Statement to Guide a Business
9. Cash Flow and Taxes
10. Financing Strategy and Tactics
UNIT 4: OPERATING A SMALL BUSINESS EFFECTIVELY
11. Addressing Legal Issues and Managing Risk
12. Operating for Success
13. Management, Leadership, and Ethical Practices
UNIT 5: CASHING IN THE BRAND
14. Franchising, Licensing, and Harvesting: Cashing in Your Brand
APPENDICES
1. BizBuilder Business Plan
2. Resources for Entrepreneurs
3. Useful Formulas and Equations
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