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Entrepreneurship: Starting and Operating A Small Business 4/e

作者：Steve Mariotti, Caroline Glackin
原價：NT$ 1,550

ISBN：9781292097411
版次：4
年份：2016
出版商：Pearson Education
頁數/規格：565頁/平裝彩色

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Description
A Comprehensive, Practical Approach to Starting a Business

For fledgling entrepreneurs and business students, Entrepreneurship: Starting and Operating A Small Business untangles the complex economic, financial, and professional considerations surrounding business ownership and operations.

In its Fourth Edition, Entrepreneurship takes a critical look at contemporary entrepreneurial successes, allowing students with a range of business interests to engage with and draw insight from the text. Balancing real-world case studies with thoughtful instruction, Entrepreneurship leads students to develop their business plans step by step, at the end of each chapter. This approach allows students to internalize different aspects of business ownership at a self-guided pace. The authors’ combined business acumen and educational expertise make for a fluid transfer of business concepts between text, instructor, and student. Students will relish the opportunity to start drawing up a business plan right away, enhancing their experience both in and out of classroom.

分類位置：
資訊 > 電子商務

Features
Leverages Relevant Experience

Builds on the authors' expertise, as Steve Mariotti is the founder of the Network for Teaching Entrepreneurship and winner of over 15 awards, including the Ernst & Young Entrepreneur of the Year award in the Supporter category. Caroline Glackin has over 25 years of teaching/education experience.

REVISED! Offers students a chance to complete short end-of-chapter case studies and examine common business problems throughout the text. Includes case studies on Urban Decay, Gat Creek Furniture, Gentle Rest Slumber, Dr. Farrah Gray, Happy Belly Curbside Kitchen, BNI, Gelato Fiasco, The Bun Company, and Anago Cleaning Systems.

REVISED! Provides long-form case studies that allow students to closely analyze business success, including that of Foursquare, Empact, Amazon.com, Damon White Party Promotions, Airbnb, AYZH, and iContact.

REVISED! Updated unit case studies provide students with a deeper level of engagement, profiling businesses such as Spanx, Kitchen Arts & Letters, Inc., Lee’s Ice Cream, ONLC Training Centers, and Honest Tea.

REVISED! Gives insights into the business practices of successful entrepreneurs through Step into the Shoes of the Experts sections throughout the text.

REVISED! Illustrates concerns specific to international entrepreneurs using Global Impact sections throughout the book.

NEW! Features a full-length Honest Tea business plan that students can analyze and draw inspiration from.

Follows a Hands-on, Trusted Curriculum

Bases material on a proven innovative curriculum that has been used by over 120,000 professionals and teaches students how to keep accounting journals; create income, balance sheet, and cash flow statements; use financial ratios to evaluate business performance; analyze markets and create effective marketing plans; raise capital; invest earnings; and develop harvest and exit strategies.

Presents information regarding company practices, statistics, and applications using the Biz Facts feature throughout the book.

The MyBizSkillsKit for Entrepreneurship website contains video cases, business simulation cases, planning worksheets, templates, links to helpful Internet resources, test-prep quizzes, and access to Business Plan Pro Online.

REVISED! Includes Chapter Learning Objectives that conform to the categories of knowledge acquisition, comprehension, application, analysis, synthesis, and evaluation commonly assessed in higher education.

Is Well-Paced for Beginners

Incorporates business plan practice and business plan sections at the end of each unit to keep the process of writing a business plan manageable and less overwhelming.

Includes a set of questions derived from the BizBuilder Business Plan Template that encourages students to gradually develop a business plan as they work their way through the book.

Teaches On-the-Job Skills

Includes two types of software (Business Plan Pro and BizBuilder software) that help students complete a professional business plan that they can use to start and operate a real small business.

REVISED! Contains insights and advice to help students prepare a business plan or manage an enterprise using Entrepreneurial Wisdom sections throughout the book.

REVISED! Offers innovative Learning Portfolio sections that emphasize application using Critical Thinking Exercises, Key Concept Questions, Application Exercises, Exploring Your Community and Exploring Online Assignments, Exploring BizBuilder Business Plan Questions, Cases for Analysis, and more!

REVISED! Includes chapter openers that feature small and entrepreneurial enterprises, such asMercedes, University Parent, and inDinero, giving students a range of perspectives on business ownership.

NEW! Includes the Osterwalder and Pigneur Business Model Canvas for students to use as a template to develop a business model and explore the Lean Startup process.

Table of Contents
UNIT 1: Entrepreneurial Pathways
1. Entrepreneurs Recognize Opportunities
2. The Business Plan: Road Map to Success
3. Creating Business from Opportunity

UNIT 2: Integrated Marketing
4. Exploring Your Market
5. Developing the Right 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 Statements to Guide a Business
9. Cash Flow and Taxes
10. Financing Strategy & Tactics

UNIT 4: Operating a Small Business Effectively
11. Addressing Legal Issues and Managing Risk
12. Operating for Success
13. Management, Leadership, & Ethical Practices

UNIT 5: Cashing in the Brand
14. Franchising, Licensing, and Harvesting: Cashing in Your Brand

Appendix 1: Sample Student Business Plan
Appendix 2: BizBuilder Business Plan
Appendix 3: Resources for Entrepreneurs
Appendix 4: Useful Formulas and Equations

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