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

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.