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| Kathleen R.Allen，PhD，is the author of Entrepreneurship and Small Business Management，3rd Ed.Launching New Ventures，5th Ed.Bringing New Technology to Market，and Growing and Managing an Entrepreneurial Business，as well as several other trade books。As a Professor of Entrepreneurship at the Lloyd Greif Center for Entrepreneurial Studies，based in the Marshall School of Business at the University of Southern California，Allen has helped hundreds of entrepreneurs start their ventures。At USC，she’s also director of the Marshall Center for Technology Commercialization，where she works with scientists and engineers to help bring their inventions to market。As an entrepreneur herself，Allen has co-founded four companies and is presently the co-founder and president of N2TEC Institute，which is dedicated to technology-based economic development in rural areas of the United States（www。n2tec.org）。
Allen holds a PhD from USC，an MBA，and a master’s degree in Romance Languages。 |
| Introduction Part Ⅰ：The New，Improved World of Business Chapter 1：The MBA in a Nutshell Chapter 2：Today’s Hottest Business Trends Chapter 3：Entrepreneurship for Everyone Chapter 4：Global Business：Fun and Profit in Katmandu Chapter 5：Polish Your Crystal Ball for Some Strategic Planning Part Ⅰ：Managing a Business in the New World Chapter 6：Managing Is Hard；Leading Is Even Harder Chapter 7：Carrots and Sticks：The ABCs of Motivating Employees Chapter 8：Hiring and Firing：How to Get Good Employees and Keep Them Chapter 9：One for All and All for One：Building Teams That Really Work Part Ⅲ：Money：What You Don’t Know Will Hurt You Chapter 10：All You Ever Wanted to Know about Accounting Chapter 11：Working Your Way through Financial Statements Chapter 12：Deciphering the Mysteries of Financial Planning and Analysis Chapter 13：Understanding Stocks and Bonds Chapter 14：It Takes Money to Make Money Part Ⅳ：Marketing in the New World Chapter 15：You Are Nothing without a Customer Chapter 16：Getting Noticed with Advertising and Promotion Chapter 17：Navigating the New World of Selling Part Ⅴ：Other Important Stuff Chapter 18：Manufacturing and Distribution：It’s a Brave New World Chapter 19：The Ins and Outs of Risk Management Chapter 20：In Business，Everything Is Negotiation Chapter 21：Econ 101：The Basics of Economics Part Ⅵ：The Part of Tens Chapter 22：Ten Biggest Mistakes Managers Make Chapter 23：Ten Effective Ways to Market Your Products and Services Chapter 24：Ten（Or So）Steps to Improve Your Cash Flow Index |
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