BUSN / Edition 4

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Overview

Discover the vibrant energy and challenging excitement found in business today within the engaging and accessible pages of Kelly/McGowen's BUSN4. Designed specifically for today's learners, BUSN4 promises to keep the reader turning page after page with a streamlined, riveting design that presents all of the core Introduction to Business topics in only seventeen succinct chapters, including a unique chapter on Business Communications. Much more than just another textbook, BUSN4 directly connects today's reader with what's happening in business today and how it will affect them, whether they are a business major or have other plans. This fourth edition provides a more reader-focused, less linear, proven learning model, still all at a reader-friendly price. Written by long-time business instructors and developed with first-hand input from today's students, the eye-catching presentation focuses on the business principles most important to the learner's success with less reading, more visuals, and manageable chunks of information that ensure the reader understands the concepts on each page. Memorable examples from today relate the business topics to everyday life and career success. Numerous resources tightly integrated with the text, including, CoureMate, an interactive teaching and learning solution, and the latest news feeds, help sharpen business, study, and communication skills while keeping readers motivated and excited about business today.

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Product Details

  • ISBN-13: 9781111221461
  • Publisher: Cengage Learning
  • Publication date: 2/4/2011
  • Edition description: Older Edition
  • Edition number: 4
  • Pages: 320
  • Product dimensions: 8.40 (w) x 10.80 (h) x 0.60 (d)

Meet the Author

Marcella Kelly teaches the Introduction to Business course at Santa Monica College. In addition to her well-recognized expertise in the areas of marketing and management, Ms. Kelly has extensive industry experience in today's business environment. Ms. Kelly earned her master's degree from UCLA and balances her firsthand business experience with strong teaching credentials built through years of experience in the classroom.

Jim McGowen, a professor at Southwestern Illinois College, has taught the Introduction to Business course for thousands of students throughout the past twenty years. He also has extensive experience teaching finance and accounting. He holds a PhD in economics from Auburn University and has training in this area of specialty. An experienced author in Introduction to Business, Dr. McGowen balances his teaching expertise with his co-author's practical industry experience for a student-oriented, faculty-approved unique approach in BUSN6.

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Table of Contents

PART I: THE BUSINESS ENVIRONMENT. 1. Business Now: Change is the Only Constant. 2. Economics: The Framework for Business. 3. The World Marketplace: Business without Borders. 4. Business Ethics and Social Responsibility: Doing Well by Doing Good. 5. Business Communication: Creating and Delivering Messages that Matter. PART II: CREATING A BUSINESS. 6. Business Formation: Choosing the Form that Fits. 7. Small Business and Entrepreneurship: Economic Rocket Fuel. Part III: FINANCING A BUSINESS. 8. Accounting: Decision Making By the Numbers. 9. Finance: Acquiring and Using Funds to Maximize Value. 10. Securities Markets: Trading Financial Resources. PART IV: MARKETING A BUSINESS. 11. Marketing: Building Profitable Customer Connections. 12. Product and Promotion: Creating and Communicating Value. 13. Distribution and Pricing: Right Product, Right Person, Right Place, Right Price. PART V: MANAGING A BUSINESS. 14. Management Motivation and Leadership: Bringing Business to Life. 15. Human Resource Management: Building a Top-Quality Workforce. 16. Managing Information and Technology: Finding New Ways to Learn and Link. 17. Operations Management: Putting it All Together. Online Appendices. Appendix 1: Labor Unions and Collective Bargaining. Appendix 2: Business Law. Appendix 3: Personal Finance.

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