This updated edition covers every topic an entrepreneur or small-business owner must know. Revised to meet the needs of the '90s, the Second Edition provides ready-to-use procedures and ideas for any small business and includes scores of forms, tables, and checklists.
|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
FINANCIAL PROBLEM SOLVING.
The Legal Aspects of Going Into Business.
Sources of Capital and How to Get a Loan.
Buying a Business.
Leasing or Buying Equipment.
Credit and Credit Collection.
MARKETING PROBLEM SOLVING.
How to Find and Introduce a New Product.
How to Price Your Products and Services.
Advertising and Publicity.
How to Make Money with Trade Shows.
How to Develop a Marketing or Business Plan.
MANAGEMENT PROBLEM SOLVING.
Protecting Your Idea.
How to Avoid Getting Ripped Off.
How the Computer Can Revolutionalize Your Business.