Western Sydney University 200911.1: Enterprise Innovation and Markets 3e (Custom Text)
Francine Garlin, John Hayek, Edward Mariyani-Squire, Daniela Spanjaard
ISBN: 9780730344278
Enterprise Innovation and Markets is a custom title, tailored to fit WSU’s Enterprise Innovation and Markets unit perfectly.
Features
Chapter 1: The clever country
Chapter 2: Creativity, innovation, opportunities and entrepreneurship
Part 2: Marketing
Chapter 3: Marketing, the environment and market analysis
Chapter 4: Identifying customers
Chapter 5: Elements of the marketing mix
Part 3: Economics
Chapter 6: Economics: demand and supply
Chapter 7: Economic decisions and market structure — perfect competition (the theory of competitive firm)
Chapter 8: Market structures — imperfect competition (monopolistic competition and oligopoly) and monopoly
Part 4: Enterprise
Chapter 9: Business markets and entrepreneurs
Chapter 10: The entrepreneurial process
Chapter 11: Starting an enterprise: the entrepreneurship alternatives