BUSN12 : Introduction to business /
Introduction to business. Business 12.
Marce Kelly and Chuck Williams.
- Twelfth edition
- Boston, MA : Cengage Learning, 2023
- 406 pages : illustrations ; 28 cm.
Includes bibliographical references and index. Includes glossary.
Part I: THE BUSINESS ENVIRONMENT -- 1. Business Now: Change is the Only Constant -- 2. Economics: The Framework of Business -- 3. The World Marketplace: Business Without Borders -- 4. Business Ethics & Social Responsibility: Doing Well by Doing Good -- 5. Business Communication: Creating & Delivering Messages That Matter -- Part II: CREATING A BUSINESS -- 6. Business Formation: Choosing the Form that Fits -- 7. Small Business & Entrepreneurship: Economic Rocket Fuel -- Part III: FINANCING A BUSINESS -- 8. Accounting: Decision Making By the Numbers -- 9. Finance: Acquiring & Using Funds to Maximize Value -- 10. Securities Markets: Trading Financial Resources -- Part IV: MARKETING A BUSINESS -- 11. Marketing: Building Profitable Customer Connections -- 12. Product and Promotion: Creating and Communicating Value -- 13. Distribution and Pricing: Right Product, Right Person, Right Place, Right Price -- Part V: MANAGING A BUSINESS -- 14. Management, Motivation, and Leadership: Bringing Business to Life -- 15. HRM: Building a Top Quality Workforce -- 16. Managing Information & Technology: Finding New Ways to Learn and Link -- 17. OM: Putting it All Together.
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