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· 분류 : 외국도서 > 경제경영 > 창업/사업
· ISBN : 9780470942314
· 쪽수 : 312쪽
· 출판일 : 2011-02-08
목차
Foreword: The Passion of the Individual vii
Preface ix
Introduction xiii
Chapter 1 THE UNCONVENTIONAL BEGINNINGS OF AN ENTREPRENEUR 1
Chapter 2 BUSINESS FROM THE INSIDE OUT: Self-Discovery, Inspiration, Passion 21
Chapter 3 KEEPING YOUR BALANCE: Creating a Harmony between Work and Life 37
Chapter 4 CREATING A BUSINESS OFFERING: Developing Goods and Services 55
Chapter 5 CRAFTING A BRAND IN A COOKIE-CUTTER WORLD: Embracing Your Inefficiencies 73
Chapter 6 MARKETING ON A SMALL–BUSINESS BUDGET: Promoting Your Business with Little or No Money 89
Chapter 7 GOING SOCIAL 119
Chapter 8 PUBLICITY STUNTS (ARE POORLY NAMED) 125
Chapter 9 STALKING THE KILLER APP: Creating Innovation 153
Chapter 10 SELLING DISTINCTION, SPECIALIZATION, AND VARIETY 179
Chapter 11 CASH IS KING (WELL, SORT OF) 195
Chapter 12 LEADERSHIP: In Theory and in Practice 213
Chapter 13 EFFECTIVELY MANAGING COWORKERS 231
Chapter 14 WORKING TOWARD IRRELEVANCE 243
Chapter 15 HOME BREW RENDEZVOUS 257
Chapter 16 TO SMALL-BUSINESS SUCCESS 265
Index 271
