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· 분류 : 외국도서 > 경제경영 > 중소기업
· ISBN : 9781119648390
· 쪽수 : 640쪽
· 출판일 : 2020-01-29
목차
Introduction 1
Book 1: The Beginning of Your Business and Beyond 5
Chapter 1: Small Business Essentials 7
Chapter 2: Getting Started 31
Chapter 3: Operating Your Business 61
Chapter 4: Looking to the Future of Your Business 81
Book 2: Intellectual Property 109
Chapter 1: Doing a Patent Search 111
Chapter 2: Preparing and Filing a Patent Application 119
Chapter 3: Making Your Copyright Official 137
Chapter 4: Naming, Establishing, and Registering Your Trademark 151
Book 3: Business Planning 165
Chapter 1: Knowing Where You Want to Go 167
Chapter 2: Describing Your Marketplace 191
Chapter 3: Weighing Your Business’s Prospects 233
Book 4: Bookkeeping and Accounting 261
Chapter 1: Basic Bookkeeping: What It Is and Why You Need It 263
Chapter 2: Financial Statements and Accounting Standards 291
Chapter 3: Computer Options for Your Bookkeeping 311
Chapter 4: Reporting Results 321
Book 5: Human Resources 349
Chapter 1: Recruiting the Right People 351
Chapter 2: Retention: Critical in Any Business Environment 391
Chapter 3: Monitoring Ongoing Performance 419
Book 6: Building Your Marketing Strategy 439
Chapter 1: Researching Your Customers, Competitors, and Industry 441
Chapter 2: Creating a Winning Marketing Plan 465
Chapter 3: Digital Tools and Tactics That Work 495
Chapter 4: Using Print in a Digital World 525
Chapter 5: Building a Website That Engages and Sells 547
Index 571
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