Mariotti, Steve 1953- creator Glackin, Caroline. text mau Boston Prentice Hall c2012 2012 1st ed. monographic eng

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xxxiii, 702 p. : col. ill. ; 28 cm. Unit 1 Entrepreneurial pathways -- Entrepreneurs recognize opportunities -- Franchising -- Finding opportunity in an existing business -- The business plan : road map to success -- Unit 1 Case study: fastsigns -- Unit 2 Who are your customers? -- Creating business from opportunity -- Exploring your market -- Unit 2 Case study: Nicole Miller Ltd. -- Unit 3 Integrated marketing -- Developing the right marketing mix and plan -- Pricing and credit strategies -- Integrated marketing communications -- Marketing globally -- Smart selling and effective customer service -- Unit 3 Case study: done galleries -- Unit 4 Finding, securing, and managing financial resources -- Understanding and managing start-up, fixed, and variable costs -- Using financial statements to guide a business -- Cash flow and taxes -- Financing strategy : debt, equity, or both? -- Unit 4 Case study: bridgecreek -- Unit 5 Operating a small business effectively -- Addressing legal issues and managing risk -- Operating for success -- Location, facilities, and layout -- Human resources and management -- Unit 5 Case study: mo's chowder -- Unit 6 Leadership, ethics, and exits -- Leadership and ethical practices -- Franchising, licensing, and harvesting : cashing in the brand -- Unit 6 Case study: avocent. Steve Mariotti, Caroline Glackin. Includes index. Small business Management Entrepreneurship HD 62.7 .M3768 2012 .M3768 2012 658.02/2 9780135030318 0135030315 2010047714 DLC 101119 20160712102619.0 16544405