04787nam a22003617a 4500 OSt 20260601112453.0 260526s20122012ph a|||er|||| 001 0 eng d 9789814384957 [newsprint] University of Cebu-Banilad University of Cebu-Banilad Moore, Carlos W., author. Managing small business / Carlos W. Moore, J. William Petty, Leslie E. Palich, and Justin G. Longenecker. Philippine edition ; Philippine edition. Pasig City, Philippines : Cengage Learning Asia Pte Ltd (Philippines Branch) ; c2012. 732 pages : illustrations (black and white) ; 25 cm. rdacontent text rdamedia unmediated rdacarrier volume Includes glossary and index. Contents: Part 1 Entrepreneurship: a world of opportunity — Part 2 Starting from scratch or joining an existing business — Part 3 Developing the new venture business plan — Part 4 Focusing on the customer: marketing growth strategies — Part 5 Managing growth in the small business. "Welcome to this edition of Managing Small Business by Longenecker, et.al! This edition of the book represents more than four decades of writing about small business. Furthermore, it is a book that students frequently choose to hold onto rather than selling it back to a bookstore at the end of a semester. As one student explained, "It is one of the few books from my college days that I have kept for future reference." Why has Longenecker's Managing Small Business not only survived, but been a market-leader for so long? We believe there are two reasons: passion and commitment-which are key success factors for any entrepreneurial venture. Our teaching, research, and consulting as related to small businesses are not something we do as an after-thought. Neither is it merely an academic exercise. It is our passion! We believe what we are doing makes a difference in others' lives. As a consequence, we have always been committed to giving you our very best. Over all these years, there has been one absolute constant—we have measured our success by the effectiveness of our presentation to you, the reader. And though you may not have selected this textbook yourself, we consider you to be our customer nonetheless. We make every effort to be sensitive to our readers' learning needs. In fact, we have taken your point of view into consideration when writing each chapter and have gone to great lengths to make the material informative, as well as easy to understand and interesting to read. In writing Managing Small Business, we celebrate the initiative of small business owners everywhere. They are our heroes! And among them is the Grater's family. Grater's Ice Cream is a family-owned and managed business now into the fourth generation. The firm has an outstanding reputation, which has led to its huge market share in super premium ice creams in the Ohio region. Headquartered in Cincinnati, Ohio, Louis Graeter founded Grater's Ice Cream in 1870. But the family credits his wife, Regina, for laying the foundation for what the company is today. She ran the company until her death in 1955 when her two sons (Wilmer and Paul) took charge. Wilmer bought out his brother and eventually passed the business on to his three sons. The fourth generation became owners in 2003—with Rich Grater as CEO. Rich and his cousins, Bob and Chip, have found it necessary to implement more professional management practices than their forebears. But they want all employees, family and otherwise, to feel "part of the tribe." The goal of the Grater family is for their business to retain its historical culture of being "the little company that people adore." We can't think of a more fitting purpose for such an enterprise. Managing Small Business is a tribute to all the Grater's of the world and to the entrepreneurs who want to build something of meaning. But, our being a small part of these individuals' dreams and endeavors, either directly or indirectly, has added so much to our lives. Writing Managing Small Business continues to be a blessing for us. We hope reading it helps move you toward your entrepreneurial aspirations." —Prefae Adult Donation Biore, Christopher College of Business and Accountancy Business / Management Text in English Small business management. Petty, J. William, author. Palich, Leslie E., author. Longenecker, Justin G., author. ddc BK Leslie [new] 05/26/2026 Janna [checked&edited] 06/01/2026 15303 15303 0 0 ddc 0 0 UCBL_MAIN UCBL_MAIN SUBJ.REF 2026-05-26 Donated by: Dr. Christopher Biore 0 658.022 M78 2012 3UCBL000029203 2026-05-26 2026-05-26 SR