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The Entrepreneur and Small Business Problem Solver: An Encyclopedic Reference and Guide / Edition 2

The Entrepreneur and Small Business Problem Solver: An Encyclopedic Reference and Guide / Edition 2

by William A. Cohen
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Product Details

ISBN-13: 9780471501244
Publisher: Wiley
Publication date: 12/01/1989
Edition description: REV
Pages: 592
Product dimensions: 8.52(w) x 11.00(h) x 1.57(d)

About the Author

WILLIAM A. COHEN is Professor of Marketing, former Department Chairman, and Director of the Small Business Institute at California State University, Los Angeles. He has held various positions in industry, from marketing manager for a $3 billion firm through company president and operator of his own small business. His 19 business books have been translated into seven languages. Among these are Building a Mail Order Business: A Complete Manual for Success (Wiley), Developing a Winning Marketing Plan (Wiley), and Making It Big as a Consultant. He is on several boards of directors, and his biography is in numerous directories, including Who’s Who in America. Dr. Cohen has a BS from the United States Military Academy, an MBA from the University of Chicago, and an MA and a PhD in management from Claremont Graduate School.

Table of Contents


The Legal Aspects of Going Into Business.

Sources of Capital and How to Get a Loan.

Business Insurance.

Buying a Business.

Leasing or Buying Equipment.

Financial Management.

Credit and Credit Collection.

Record Keeping.


Marketing Research.

How to Find and Introduce a New Product.

How to Price Your Products and Services.

Advertising and Publicity.

Personal Selling.

How to Make Money with Trade Shows.

How to Develop a Marketing or Business Plan.


Recruiting Employees.

Protecting Your Idea.

Personnel Management.

How to Avoid Getting Ripped Off.

How the Computer Can Revolutionalize Your Business.

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