Mariotti, Steve. creator Glackin, Caroline. text Boston Prentice Hall c2012 1st ed. monographic xxxiii, 702 pages : Illustrations ; 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. Include appendix and index. Small business - management Entrepreneurship HD 62.7 MAR 9780135030318 0135030315