BUSN (with CourseMate, 1 term (6 months) Printed Access Card), m. Buch, m. Online-Zugang; .

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.Personal Finance Appendix.Online Appendices.Labor Unions & Collective Bargaining.Business Law.

Kelly, Marcella
Marcella Kelly teaches the Introduction to Business course at Santa Monica College. In addition to her well-recognized expertise in the areas of marketing and management, Ms. Kelly has extensive industry experience in today's business environment. Ms. Kelly earned her master's degree from UCLA and balances her firsthand business experience with strong teaching credentials built through years of experience in the classroom.