HOW TO START, RUN & STAY IN BUSINESS（如何启动、运转与坚守商业）

For twenty-five years, entrepreneurs have relied on this friendly, comprehensive guide to the basics of successfully operating a small business. Now, this new Fourth Edition of How to Start, Run & Stay in Business completely updates the bestselling classic for today's entrepreneur. It features all the reliable, straightforward advice readers expect and also includes entirely new information on online business and marketing as well as new Internet resources.
　　Material on legal and financial issues, international business, customer service, and state and federal tax regulations has been fully revised. Plus, new charts, illustrations, questionnaires, and checklists make the book more practical and useful than ever. Inside, you'll find world-class guidance on every vital aspect of small business success, including:
　　Preparing a business plan
　　Finding the right location
　　Deciding on an ownership structure
　　Record keeping and taxes
　　Financing and capital
　　Inventory and distribution
　　Hiring and staffing
　　Managing and motivating people
　　Marketing and promotions
　　Risk management
　　And much more
　　In addition, a wealth of helpful resources covers all your outside needs, from attorneys and accountants to trade associations and Web site designers. Whether your business is brick-and-mortar, mom-and-pop, home-based, or online, How to Start, Run & Stay in Business, Fourth Edition provides all the information you need to make your entrepreneurial dream a reality.

GREGORY F. KISHEL and PATRICIA GUNTER KISHEL are MBAs, business consultants, and coauthors of several Wiley books. They are also the authors of How to Start and Run a Successful Consulting Business; Start, Run, and Profit from Your Own Home-Based Business; and Start and Succeed in Multilevel Marketing.

Preface
1 Getting Started
2 Preparing Your Business Plan
3 Determining the Best Location
4 Your Building
5 Structuring the Business
6 Recordkeeping and Taxes
7 Financial Statements
8 Obtaining Capital
9 Inventory and Distribution
10 Setting the Price
11 Staffing
12 Managing and Motivating
13 Developing Your Promotional Strategy
14 Selling and Servicing
15 Safeguarding Your Business
16 International Marketing
17 Franchising
18 Getting Help
Index