a student textbook Mellor, Robert B. creator Coulton, Gary. Chick, Anne Bifulco, Antonia Mellor, Noha Fisher, Alan S. text bibliography cau 2009 First Published 2009 monographic eng

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xiv, 242 p. : ill. ; 24 cm. In this groundbreaking textbook approach to the study of entrepreneurship, Robert Mellor brings to the non-specialist not only the crucial issues of the field that they will need to know, but also bridges the gap between business knowledge and expert knowledge from other disciplines. The textbook provides relevant and targeted specialist chapters aimed towards a variety of fields - from sustainable industries, information technology; healthcare, biotechnology, as well as the musical and creative industries. Key entrepreneurship concepts that are covered include:- the theories and tools of creative thinking- market research - intellectual property protection- relevant economics. Developing People and Competencies; The Economics of Entrepreneurship and Innovation; Promoting CreativityGaining Strategic Advantage; The Marketing Plan; The Business PlanIntellectual Capital; Knowledge Management; Presentation TechniqueTechnical Innovation; The Biotechnology Revolution; Green Entrepreneurship: A Sustainable Development Challenge; Enterprise in Health and Social Care; Journalism and Media Entrepreneurs; General Characteristics of the Creative ArtsGrowing the Venture Robert Mellor, with Gary Coulton, Anne chick, Antonia Bifulco, Noha Mellor and Alan Fisher Includes bibliographical references and index. Entrepreneurship HB615 M44 2009 338.04 9781412947756 9781412947763 1412947758 1412947766 pucpr 071129 20191210110556.0 eng