BUSN (with Review Cards and BUSN4ME.com Printed Access Card) / Edition 1

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Overview

Student tested and faculty approved, BUSN breaks new ground in the Introduction to Business market, delivering a riveting design that captivates students and powerful resources that save instructors valuable time. Written by longtime Intro to Business instructors who know firsthand the needs of today's instructors and students, this unique first edition provides a more student-focused—less linear—learning model that truly engages students. Its traditional material is presented in a vibrant, very nontraditional format. More "casual magazine" than "formal textbook," this lively design will intrigue and inspire students by incorporating less dense textual material and a more visual presentation of key concepts. The graphics, page layout, and design speak specifically to today's students, enticing them to keep turning the pages. Streamlined and well balanced, the text covers all core Introduction to Business topics in a succinct 18 chapters—including a unique chapter on Business Communications. In addition, the text is unrivaled in its cohesive integration of text and supplements. Robust resources—including an extremely interactive website—help students learn to study, communicate verbally and in writing, and master chapter concepts. Helping you keep students motivated in the classroom—even if they're not business majors—BUSN provides the most efficient instructor tools available, including a syllabus builder and database of instructional material. With BUSN, your students will be prepared and engaged.

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Editorial Reviews

From the Publisher
"I am amazed at the pricing of this textbook...Adequate coverage of the material at about half the price of a traditional textbook!" - J.D. Penley, Instructor with Catawba Valley CC

"I slowly took the book and opened it to skim through it. Well, I ended up reading most of every chapter! I can't believe that a textbook held my interest and curiosity like this one did! The material is so pertinent and up to date! I loved the subjects...I love this book and can't wait to use it!" - Linda Merrill, student at River Valley CC

"It reminds me of reading an article in Fortune magazine. I also like that it has incredibly recent examples and topics - it's more cutting edge than other books."- R.Condos, Instructor with American River College

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Product Details

  • ISBN-13: 9780324569896
  • Publisher: Cengage Learning
  • Publication date: 1/9/2008
  • Edition description: Student
  • Edition number: 1
  • Pages: 384
  • Product dimensions: 8.50 (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 One: 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 Two: CREATING A BUSINESS. 6. Business Formation: Choosing the Form that Fits. 7. Small Business and Entrepreneurship: Economic Rocket Fuel. Part Three: 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 Four: MARKETING A BUSINESS. 11. Marketing: Building Profitable Customer Connections. 12. Product Strategy: Delivering More Value. 13. Distribution and Pricing: Right Product, Right Person, Right Place, Right Price. 14. Marketing Promotion: Delivering High-Impact Messages. Part Five: MANAGING A BUSINESS. 15. Management Motivation and Leadership: Bringing Business to Life. 16. Human Resource Management: Building a Top-Quality Workforce. 17. Managing Information and Technology: Finding New Ways to Learn and Link. 18. Operations Management: Putting it All Together. Online Appendices. Appendix 1: Labor Unions and Collective Bargaining. Appendix 2: Business Law.

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