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| Getting Started | |
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| Market Research | |
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| Are You Ready for Retailing? | |
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| Is a Franchise Right for You? | |
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| Buying an Existing Business | |
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| Writing a Business Plan | |
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| Selecting Your Business Format | |
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| Setting Up a Partnership | |
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| Financing Your Business | |
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| Permits and Licenses | |
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| Finding the Perfect Location | |
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| Naming Your Store | |
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| Developing a Logo | |
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| Stating Your Mission | |
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| Where to Get Help | |
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| Time to Get Started | |
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| Managing Your Store's Finances | |
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| Setting Up the Cash Registers | |
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| Will That Be Cash, Check, or Charge? | |
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| Bookkeeping 101 | |
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| Accounting Reports | |
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| Working with an Accountant | |
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| Budgets and Future Planning | |
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| Tips for Taking Inventory | |
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| Setting Up Your Business Office | |
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| The Bottom Line | |
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| Store Design | |
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| Establishing a Design Budget | |
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| Remodeling Your Store | |
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| The Design Concept | |
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| The Storefront and Entrance | |
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| Layout | |
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| Flooring Materials | |
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| Wall Treatments | |
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| Lighting | |
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| Ceilings | |
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| Selling on Several Levels | |
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| Deciding What Merchandise Goes Where | |
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| Interior Signage | |
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| The Checkout Area | |
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| Security Concerns | |
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| Background Music | |
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| Creating an Aromatic Environment | |
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| Storage, Offices, Lounges, and Other Backstage Needs | |
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| Merchandise Buying | |
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| Targeting the Typical Customer | |
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| Establishing a Buying Budget | |
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| Where to Look for Merchandise | |
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| What to Order | |
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| Determining Quantities | |
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| Buying on Consignment | |
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| Developing Your Own Products | |
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| Direct Importing | |
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| Inventory Control | |
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| Seasonal Planning | |
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| Planning for Displays and Promotion | |
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| Working with Sales Reps | |
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| Buying Trips | |
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| Credit References | |
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| The Purchase Order Form | |
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| Placing Purchase Orders | |
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| Specifying Shipping Preferences | |
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| Setting Retail Prices | |
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| Developing Vendor Relations | |
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| Visual Merchandising | |
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| Checking in Merchandise | |
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| Pricing the Merchandise | |
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| Displaying the Merchandise | |
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| Maintaining Good Merchandising | |
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| Using Shop Windows Effectively | |
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| Display Mistakes to Avoid | |
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| Visual Merchandising in the Future | |
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| Staffing Your Store | |
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| Do You Need Employees? | |
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| Being the Boss | |
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| Hiring for Specialized Job Functions | |
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| The Role of the Store Manager | |
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| Appealing to a Shrinking Workforce | |
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| Where to Find Good Employees | |
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| The Hiring Process | |
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| Government Forms for New Employees | |
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| The Employment Agreement | |
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| Training the New Employee | |
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| The Employee Handbook | |
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| Flexible Scheduling | |
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| Compensating Employees | |
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| Benefits and Perks | |
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| Open-Book Management | |
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| Employee Evaluations | |
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| The Legalities of Firing | |
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| The Exit Interview | |
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| Creating Team Spirit | |
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| Customer-Friendly Policies and Services | |
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| Motivating Employees to Provide Good Customer Service | |
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| Setting Store Policies | |
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| Customer Convenience and Comfort | |
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| Services beyond the Ordinary | |
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| Evaluating Customer Service | |
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| Can You Do It All? | |
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| Advertising Your Shop | |
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| Establishing an Advertising Budget | |
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| Targeting Your Market | |
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| Choosing the Media You Use | |
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| Using an Advertising Agency | |
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| Stretching Your Budget through Co-Op Advertising | |
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| The World of Print Advertising | |
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| Telephone Directory Advertising | |
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| Advertising in the Store | |
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| Direct Mail: Building a List | |
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| Broadcast Media: Radio | |
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| Advertising on TV | |
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| Riding the Electronic Waves: Retailing on the Internet | |
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| Evaluating Your Advertising | |
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| Advertising When Sales Are Down | |
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| Alternative Uses of Advertising | |
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| Creative Promotion and Publicity | |
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| Sales, Sales, Sales | |
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| Promotional Methods and Ideas | |
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| Special Events to Attract Customers to Your Store | |
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| Publicity and Public Relations | |
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| Good Works Are Good Business | |
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| Charitable Donations: What to Give and Who to Give It To | |
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| Fund-Raisers and Benefits | |
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| Selling Goods That Do Good | |
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| Environmentally Sound Retailing | |
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| Giving Something Back | |
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| Community Leadership | |
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| Giving Time | |
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| The Rewards of Giving | |
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| Managing during Tough Times | |
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| Crime, Disasters, and Other Crises: Insurance and Prevention | |
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| Customers Can Be Trouble | |
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| Personnel Woes | |
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| When Your Business Is in Financial Trouble | |
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| Responding to Bad Publicity | |
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| Keeping an Upbeat Attitude | |
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| Looking to the Future | |
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| Riding the Wave of Success | |
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| Small Can Be Beautiful | |
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| Multiple Stores: Growing Your Business | |
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| Moving On | |
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| Life Planning Issues for Specialty Shop Owners | |
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| Running the Mature Business | |
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| Retailing for the Future | |
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| Glossary | |
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| Resource Guide | |
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| Index | |