1 online resource (334 pages) Topics are broken down to short, clear chapters, that are all structured in the same way, so students. can build their understanding with ease. - Covers each syllabus area in the detail you need, with exercises that have enough depth and. variety to give full class and homework coverage. - Brings the business world into the classroom with real examples used extensively throughout the. text, in extra cases and in end-of-chapter exercises. - Features to help reinforce student understanding - in every chapter there's Real Business, an. Evaluation and Logic Chain, but also the brand new '5 Whys an Print version record Cover; Book title; Contents; How to use this book; Acknowledgements; Theme 1 Marketing and people; Section 1.1 Meeting customer needs; 1 Introduction to marketing; 2 The market; 3 Market research; 4 Market positioning; Section 1.2 The market; 5 Demand; 6 Supply; 7 Markets and equilibrium; 8 Price elasticity of demand; 9 Income elasticity of demand; Section 1.3 Marketing mix and strategy; 10 Product and service design; 11 Branding and promotion; 12 Pricing strategies; 13 Distribution; 14 Product life cycle and portfolio; 15 Marketing strategy; Section 1.4 Managing people 16 Introduction to managing people17 Approaches to staffing; 18 Recruitment, selection and training; 19 Organisational design; 20 Motivation in theory; 21 Motivation in practice; 22 Leadership; Section 1.5 Entrepreneurs and leaders; 23 Role of an entrepreneur; 24 Entrepreneurial motives and characteristics; 25 Business objectives; 26 Forms of business; 27 Business choices; 28 Moving from entrepreneur to leader; Theme 2 Managing business activities; Section 2.1 Raising finance; 29 Introduction to finance; 30 Sources of finance: internal and external; 31 Liability and finance 32 Planning and cash flowSection 2.2 Financial planning; 33 Sales forecasting; 34 Sales, revenue and costs; 35 Break-even; 36 Budgets; Section 2.3 Managing finance; 37 Profit; 38 Liquidity; 39 Business failure; Section 2.4 Resource management; 40 Introduction to resource management; 41 Production, productivity and efficiency; 42 Capacity utilisation; 43 Stock control; 44 Quality management; Section 2.5 External influences; 45 Economic influences; 46 Legislation; 47 The competitive environment; 48 Quantitative skills for Business; 49 How to revise for Business exams Answers to the questions in Chapter 48Index; A; B; C; D; E; F; G; H; I; J; K; L; M; N; O; P; Q; R; S; T; U; V; W; Z