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Introduction.
PART I: TESTING THE RETAIL WATERS.
Chapter 1: Retailing: How It Really Works and How It Can Work for You.
Chapter 2: Defining Your Vision: It Starts With a Dream.
Chapter 3: Branding: Making Your Business Memorable.
Chapter 4: Getting to Know Your Customer's Before You Even Have Any.
PART II: SETTIN' UP SHOP.
Chapter 5: Choosing Your Merchandise: What to Buy and Where to Find It.
Chapter 6: Location, Location, Location: Finding the Right Place to Do Business.
Chapter 7: Designing Stores That Work.
PART III: THE DETAILS OF RETAIL: SHUFFIN' PAPERS.
Chapter 8: Creating and Working with a Business Plan.
Chapter 9: Choosing a Business Structure.
Chapter 10: Keeping Public Officials Happy: Permits and Registrations.
PART IV: RUNNING YOUR BUSINESS.
Chapter 11: Creating Your Internal Systems: The Day-to-Day Stuff.
Chapter 12: Getting the Goods: Controlling Your Buying.
Chapter 13: Finding, Hiring, and Keeping a Great Staff.
Chapter 14: The What-Ifs: Your Legal and Financial Responsibilities.
PART V: SPREADING THE WORD WITHOUT GOING BROKE!...
Chapter 15: Generating Word-of-Mouth Advertising.
Chapter 16: Advertising Vehicles: What to Include in Your Arsenal.
Chapter 17: Promoting for Fun and Profit.
Chapter 18: Setting Up Successful Sales.
PART VI: SELLING MADE SIMPLE.
Chapter 19: Selling the Soft Suggestive Way.
Chapter 20: Visual Merchandising for the Artistically Deprived and Financially Handicapped.
Chapter 21: Selling Online: It's an E-World.
PART VII: TAKING CARE OF BUSINESS.
Chapter 22: Money Matters: Accounting for Money Coming in and Going Out.
Chapter 23: Understanding and Using Financial Statements.
PRT VIII: THE PART OF TENS.
Chapter 24: Ten Common Retailing Myths.
Chapter 25: Ten Keys to Retailing Success.
Chapter 26: Ten Common Retail Mistakes.
Chapter 27: Ten Reasons to Shop at Independent Specialty Stores.
Chapter 28: Ten Ways to WOW a Customer.
Appendix: About the CD.
Index.
Hungry Minds End-User License Agreement.
Installaion Instructions.
Book Registration Information.
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