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Owning a successful business is the dream of millions of people. It can be one of the most rewarding experiences one can have, but far too many business start up attempts fail. We are convinced that failure is primarily a result of a lack of skills and planning. The fundamental objective of this book is to help potential entrepreneurs to develop the skills to become successful. The book has been written for individuals without experience or knowledge in business. The study of entrepreneurial marketing should be fun as well as rewarding because it is, at heart, the study of dreams and making those dreams become realities. We have designed the book around the key questions which a prospective entrepreneur must answer in order to start and manage a successful business. These include the personal issues facing a new business owner, discussed in Chapter 1, then progress through the practical issues of how to decide: what should go into a marketing plan, what to sell, where to locate, and, who your competitors will be, why people buy things, how you sell, how you set prices, and what your costs are going to be. From there, we proceed to explore the issues involved in: if you can breakeven, if your venture is feasible, how you promote and market your business, if e-marketing is appropriate, and how to penetrate a new market. Throughout the book, our concern has been to address the practical issues of successful business start up and operation. We have finessed the theory. We wanted a short, straight forward, simple discussion of the real life concerns which any prospective business owner must face. We use actual cases and examples to illustrate the issues throughout. We think that you will find it a no frills, clear, concise and readable exploration of one of the most important subjects in the world, and we hope that it will help you fulfill your dream.
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Jo Ann and Jim Carland are uniquely suited to author a book in entrepreneurship. Their academic, business, research, consulting and teaching backgrounds combine to give them unique insight into the problems and opportunities of new ventures. The authors are entrepreneurs themselves. They have launched more than a dozen ventures of their own. Consequently, they have experienced the challenges of entrepreneurship and learned how the storm is weathered. They speak as doers as well as teachers and this book is founded on pragmatism. Jim holds a PhD in Management Policy and Systems with related fields in Finance, Accounting and Economics. Jo Ann holds a PhD in Educational Psychology with minors in Social Dynamics, Statistics and Computer Systems. Jo Ann and Jim are prolific researchers. They have co-authored more than 200 articles, papers and books and are recognized internationally as experts in entrepreneurship. They have published in such prestigious journals as the Academy of Management Review, the Journal of Business Venturing, the International Journal of Management, the International Journal of Small Business, the Journal of Small Business Management, The American Journal of Small Business, and the Journal of Business and Entrepreneurship as well as the Academy of Entrepreneurship Journal, The Entrepreneurial Executive, and the International Journal of Entrepreneurship. Jim's depth and breadth of knowledge in strategy and planning is complemented by Jo Ann's skills in social dynamics, personality and behavior. They have consulted with more than 400 organizations, from not for profit enterprises, to microenterprises, to new ventures, to reorganizations, to recapitalizations, to major expansions. They have seen and experienced entrepreneurship from the inside in both large and small ventures. They have experienced the thrill of success and the heartbreak of failure in their own firms. Many of their hard won secrets of entrepreneurship are featured in this volume.
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