Includes bibliographical references and index.

Entrepreneurs recognize opportunities -- Franchising -- Finding oppo rtunity in an existing business -- The business plan : road map to succ ess -- Creating business from opportunity -- Exploring your market -- D eveloping the right marketing mix and plan -- Pricing and credit strate gies -- Integrated marketing communications -- Marketing globally -- Sm art selling and effective customer service -- Understanding and managin g start-up, fixed, and variable costs -- Using financial statements to guide a business -- Cash flow and taxes -- Financing strategy : debt, e quity, or both? -- Addressing legal issues and managing risk -- Operati ng for success -- Location, facilities, and layout -- Human resources a nd management -- Leadership and ethical practices -- Franchising, licen sing, and harvesting : cashing in your brand.