| Description |
xvii, 630 pages : illustrations (chiefly color) ; 28 cm |
| Contents |
Machine derived contents note: Contents -- Preface xi -- Section I The Challenge Of Entrepreneurship 1 -- Chapter 1 The Foundations of Entrepreneurship 1 -- The World of the Entrepreneur 2 -- What Is an Entrepreneur? 3 -- The Benefits of Entrepreneurship 6 -- The Potential Drawbacks of Entrepreneurship 7 -- Behind the Boom: What¿s Feeding the Entrepreneurial Fire? 11 -- The Cultural Diversity of Entrepreneurship 14 -- The Power of ¿Small¿ Business 21 -- The 10 Deadly Mistakes of Entrepreneurship 22 -- Putting Failure into Perspective 29 -- How to Avoid the Pitfalls 28 -- Chapter Summary 30 -- Discussion Questions 31 -- Beyond the Classroom 33 -- Chapter 2 Inside the Entrepreneurial Mind: From Ideas to Reality 34 -- Creativity, Innovation, and Entrepreneurship 35 Creativity¿A Necessity for Survival 37 Creative Thinking 39 Barriers to Creativity 42 How to Enhance Creativity 45 The Creative Process 50 Techniques for Improving the Creative Process 54 Protecting Your Ideas 58 Chapter Summary 62 Discussion Questions 63 Beyond the Classroom 65 -- Section Ii Building The Business Plan: Beginning Considerations 67 -- Chapter 3 Strategic Management and the Entrepreneur 67 -- Building a Competitive Advantage 69 The Strategic Management Process 71 Conclusion 93 Chapter Summary 93 Discussion Questions 94 Beyond the Classroom 96 -- Chapter 4 Forms of Business Ownership and Franchising 99 -- The Sole Proprietorship 100 The Partnership 103 Corporations 108 Other Forms of Ownership 111 Franchising 116 Types of Franchising 118 The Benefits of Buying a Franchise 118 The Drawbacks of Buying a Franchise 122 -- Franchising and the Law 124 The Right Way to Buy a Franchise 126 Trends Shaping Franchising 130 Conclusion 134 Chapter Summary 134 Discussion Questions 135 Beyond the Classroom 136 Appendix A 137 -- Chapter 5 Buying an Existing Business 139 -- Buying an Existing Business 140 The Steps in Acquiring a Business 144 Evaluating an Existing Business¿The Due Diligence Process 147 Methods for Determining the Value of a Business 156 Understanding the Seller¿s Side 164 Negotiating the Deal 167 Chapter Summary 169 Discussion Questions 170 Beyond the Classroom 171 -- Section Iii Building The Business Plan: Marketing Considerations 173 -- Chapter 6 Building a Powerful Marketing Plan 173 -- Building a Guerrilla Marketing Plan 174 Pinpointing the Target Market 175 Determining Customer Needs and Wants Through Market Research 177 Plotting a Guerrilla Marketing Strategy: How to Build a Competitive Edge 182 Marketing on the World Wide Web 201 The Marketing Mix 204 Chapter Summary 207 Discussion Questions 208 Beyond the Classroom 211 -- Chapter 7 E-Commerce and the Entrepreneur 212 -- Benefits of Selling on the Web 214 Factors to Consider Before Launching into E-Commerce 216 12 Myths of E-Commerce 218 Approaches to E-Commerce 225 Strategies for E-Success 227 Designing a Killer Web Site 233 Tracking Web Results 239 Ensuring Web Privacy and Security 241 Chapter Summary 244 Discussion Questions 246 Beyond the Classroom 246 -- Chapter 8 Integrated Marketing Communications and Pricing Strategies 247 -- The Basics of a Marketing Communications Plan 248 The Operational Elements of a Marketing Communications Plan 250 Selecting Advertising Media 256 Preparing an Advertising Budget 271 Advertise Big on a Small Budget 274 -- Pricing: A Creative Blend of Art and Science 276Pricing Strategies and Tactics 279Pricing Strategies and Methods for Retailers 282Pricing Concepts for Manufact |
| Summary |
This text provides the knowledge and tools readers need to launch a business so that it has the greatest chance for success. <BR>The Foundations of Entrepreneurship; Inside the Entrepreneurial Mind: From Ideas to Reality; Designing a Competitive Business Model and Building a Solid Strategic Plan; Conducting a Feasibility Analysis and Crafting a Winning Business Plan; Forms of Business Ownership; Franchising and the Entrepreneur; Buying an Existing Business; Building a Powerful Marketing Plan; E-Commerce and the Entrepreneur; Pricing Strategies; Creating a Successful Financial Plan; Managing Cash Flow; Sources of Financing: Debt and Equity; Choosing the Right Location and Layout; Global Aspects of Entrepreneurship; Building a New Venture Team and Planning for the Next <BR> For any person interested in owning, operating, and managing a small business. This text is also a useful reference for entrepreneurs and managers of small businesses. <BR> |
| Notes |
Rev. ed. of: Essentials of entrepreneurship and small business management / Thomas W. Zimmerer, Norman M. Scarborough with Doug Wilson. 5th ed. c2008 |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Entrepreneurship.
|
|
New business enterprises -- Management.
|
|
Small business -- Management.
|
| Author |
Wilson, Doug (Douglas L.)
|
|
Zimmerer, Thomas.
|
| LC no. |
2009032859 |
| ISBN |
0132294389 |
|
0136109594 |
|
9780132294386 |
|
9780136109594 |
|
