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Written by award-winning experts, Steve Mariotti and Caroline Glackin, "Entrepreneurship and Small Business Management " presents complex economic, financial and business concepts in a manner easily understood by a variety of students. Based on a proven curriculum from the Network for Teaching Entrepreneurship (NFTE), it is organized to follow the life-cycle of an entrepreneurial venture-from concept through implementation to harvesting or replication. Filled with examples from a broad range of industries, it moves further into the entrepreneurial process-discussing the business plan and also the unique aspects of managing and growing entrepreneurial ventures and small businesses.
List of contents
UNIT 1 What Business Do You Want to Start? 1. Entrepreneurs Recognize Opportunities 2. Franchising 3. Finding Opportunity in an Existing Business 4. The Business Plan: Road Map to Success Unit 1 Case Study: FastSigns UNIT 2 Who Are Your Customers? 5. Creating Business from Opportunity 6. Exploring Your Market Unit 2 Case Study: Nicole Miller Ltd. UNIT 3 Integrated Marketing 7. Developing the Right Marketing Mix and Plan 8. Pricing and Credit Strategies 9. Integrated Marketing Communications 10. Marketing Globally 11. Smart Selling and Effective Customer Service Unit 3 Case Study: Ken Done Galleries UNIT 4 Finding, Securing, and Managing Financial Resources 12. Understanding and Managing Start-Up, Fixed, and Variable Costs 13. Using Financial Statements to Guide a Business 14. Cash Flow and Taxes 15. Financing Strategy: Debt, Equity, or Both? Unit 4 Case Study: Bridgecreek Development UNIT 5 Operating a Small Business Effectively 16. Addressing Legal Issues and Managing Risk 17. Operating for Success 18. Location, Facilities and Layout 19. Human Resources and Management Unit 5 Case Study: Mo's Chowder UNIT 6 Leadership, Ethics, and Exits 20. Leadership and Ethical Practices 21. Franchising, Licensing, and Harvesting: Cashing in the Brand Unit 6 Case Study: Avocent
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