Specialty Shop Retailing How to Run Your Own Store

ISBN-10: 0471212644

ISBN-13: 9780471212645

Edition: 2nd 2002 (Revised)

List price: $34.95
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Description:

This comprehensive resource offers how-to information for starting a small business in specialized retailing, such as buying merchandise, sales forecasting, inventory management, staffing, promotion and advertising, and customer service.
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Book details

List price: $34.95
Edition: 2nd
Copyright year: 2002
Publisher: John Wiley & Sons, Incorporated
Publication date: 7/26/2002
Binding: Hardcover
Pages: 384
Size: 6.50" wide x 9.50" long x 1.25" tall
Weight: 1.386
Language: English

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