The text is intended for the undergraduate and graduate courses in entrepreneurship and has been designed to instruct students on how to formulate, plan, and implement a new venture. It maintains its well-known from start to finish approach. Actual case studies and entrepreneur profiles would help illustrating successful and not-so-successful ventures. Key Features: Emph The text is intended for the undergraduate and graduate courses in entrepreneurship and has been designed to instruct students on how to formulate, plan, and implement a new venture. It maintains its well-known from start to finish approach. Actual case studies and entrepreneur profiles would help illustrating successful and not-so-successful ventures. Key Features: Emphasis on the presentation of the business plan to investors, the management team, and forecasting sales in the early stages of the start-up. A strong and up-to-date marketing chapter that emphasizes customer service, stronger marketing research and market segmentation As Seen in Entrepreneur Magazine boxes End-of-chapter research tasks and class discussion questions About the Author: Robert Hisrich The A. Malachi Mixon III Professor of Entrepreneurial Studies at Case Western Reserve Universitys Weatherhead School of Management, where he has received recognition for his research and is Chair of the Entrepreneurship and Strategy Divisions. He holds an MBA and a doctorate from the University of Cincinnati. Professor Hisrichs research pursuits are focused on entrepreneurship and venture creation: entrepreneurial ethics, intrapreneurship, women and minority entrepreneurs, venture financing, and global venture creation. He teaches courses and seminars in these areas, as well as in marketing management and product planning and development. Michael Peters Professor Emeritus, Marketing Department, Carroll School of Management, Boston College. Professor Peters has his Ph.D. from the University of Massachusetts, Amherst and his M.B.A. and B.S. from Northeastern University. Recently retired from full time teaching he continues to write, lecture, serve on numerous boards, and assist in the management of a f