책 이미지
책 정보
· 분류 : 외국도서 > 경제경영 > 중소기업
· ISBN : 9781118135945
· 쪽수 : 592쪽
· 출판일 : 2012-03-27
목차
About the Author ix
Preface xi
Acknowledgments xiii
SECTION I Starting Your Business
PART I Genesis
CHAPTER 1. In the Beginning 5
CHAPTER 2. Choosing the Right Business 15
CHAPTER 3. Buying an Existing Business 23
CHAPTER 4. Understanding Your Potential Market 31
CHAPTER 5. Calculating Your Start-up Costs 41
CHAPTER 6. Writing a Winning Business Plan 47
CHAPTER 7. Structuring Your Business 57
CHAPTER 8. Get Your Business Funded 67
CHAPTER 9. Getting Help 83
PART I I Opening Up Shop
CHAPTER 10. Location, Location, Location 91
CHAPTER 11. Branding 101 97
CHAPTER 12. Products and Inventory 105
CHAPTER 13. Savvy Pricing Strategies 113
PART I I I Franchises
CHAPTER 14. Selecting the Right Franchise 123
CHAPTER 15. Secrets of Franchise Success 135
PART I V Home-Based Businesses
CHAPTER 16. The Home-Based Business 145
CHAPTER 17. Successful Home-Based Business Strategies 153
PART V Business on a Shoestring
CHAPTER 18. The Shoestring Entrepreneur 163
CHAPTER 19. Marketing on a Shoestring 175
SECTION I I Running Your Business
PART I Small Business in the Twenty-First Century
CHAPTER 20. Our Flat World 191
CHAPTER 21. The Green Business 199
CHAPTER 22. The New Consumer 211
P A R T I I Money
CHAPTER 23. Accounting Ease 219
CHAPTER 24. Making a Profit 227
CHAPTER 25. Insurance 235
CHAPTER 26. Get a Handle on Taxes 243
PART I I I Management
CHAPTER 27. Hiring and Firing 255
CHAPTER 28. Pay and Benefits 265
CHAPTER 29. Training and Motivating Your Staff 277
CHAPTER 30. Exemplary Customer Service 291
CHAPTER 31. Negotiate Like a Lawyer 297
CHAPTER 32. Legal-Ease I 309
CHAPTER 33. Legal-Ease II 319
PART I V Technology
CHAPTER 34. Managing Your Technology 329
CHAPTER 35. Mobility I: Small Office Mobility 341
CHAPTER 36. Mobility II: Mobile Mania 349
CHAPTER 37. Small Business Software 359
SECTION I I I Growing Your Business
PART I Advertising and Marketing
CHAPTER 38. Basic Advertising Strategies 371
CHAPTER 39. Marketing Muscle 383
CHAPTER 40. Advanced Marketing and Advertising 397
PART I I Your Website
CHAPTER 41. Creating Your Website 411
CHAPTER 42. E-Business Essentials 419
CHAPTER 43. Advanced E-Marketing 429
PART I I I Social Media
CHAPTER 44. Social Media Overview 439
CHAPTER 45. Facebook for Business 449
CHAPTER 46. Twitter and You 457
CHAPTER 47. Link in with LinkedIn 467
CHAPTER 48. Videos and YouTube 475
CHAPTER 49. Groupon and Other Deal-of-the-Day Websites 487
PART I V Growth Strategies
CHAPTER 50. Developing New Channels and Multiple Profit Centers 501
CHAPTER 51. Secrets of Sales Superstars 511
CHAPTER 52. Small to Big 521
CHAPTER 53. Exodus 529
PART V Strategies for Small Business Success
CHAPTER 54. Small Business Success Secrets 541
CHAPTER 55. The Visionary Small Business 551
APPENDIX A How I Became an Entrepreneur 557
APPENDIX B Sample Business Plan 561
Index 563
