Summary:
This new edition of the successful GCSE Business textbook offers the most reliable and accessible textbook on the market for the new suite of Edexcel GCSE Business specifications due for first teaching in September 2009. Fully trialled during the successful course pilot, this resource covers the Introduction to Small Business and Building a Business units of the new Edexcel GCSE specification. The book is written in a lively and accessible manner by the leading author and authority on Business Education in the UK. This text ensures that students will study the correct topics to the appropriate level of depth required by the specification, and will motivate and prepare students to achieve the best possible results.
Key features of the text include:
Numerous activities and exercises for classroom and homework use;
Lots of real-life case studies and examples to motivate and engage students;
Exam tips and exam-style questions to prepare students for the exam;
Accompanying Dynamic Learning CD-ROM Network Editions provide full interactive classroom and assessment support.

• Extremely well-known author.
• Dynamic Learning Network Edition in support of the textbook.
• The book has already been a success with the pilot, an advantage which competing titles will not have.
• Includes a greater range of classroom activities, differentiated for separate ability levels.
• Includes additional examination support.

Table of Contents:
Contents
Using this book
Acknowledgements
Section 1: Spotting a Business Opportunity
1. An introduction to business enterprise
2. Understanding customer needs
3. Customer demand
4. Market mapping
5. Competition – role and limitations
6. Analysing competitor strengths and weaknesses
7. Understanding the need to add value
8. Invention and innovation
9. Assessing a franchise opportunity
Section 2: Showing Enterprise
10. Introduction to enterprise skills
11. Thinking creatively
12. Deliberate creativity
13. Business risks and rewards
14. Calculated risks
15. Other enterprise qualities
Section 3: Putting a Business Idea into Practice
16. Introduction to getting it right
17. Estimating revenue
18. Estimating costs
19. Calculating and using profit
20. The role and importance of cash
21. Forecasting cash flow
22. Raising finance
23. Objectives when starting up
Section 4: Making the Start-up Effective
24. Introduction to effective start-up
25. Customer focus and the marketing mix
26. Is the customer always right?
27. Limited versus unlimited liability
28. Start-up legal and tax issues
29. Effective, on-time delivery
30. Recruiting the right staff
31. Staff training
32. Motivation
Section 5: Understanding the Economic Context
33. Introduction to the economic context
34. Demand and supply
35. Prices in commodity markets
36. Interest rates
37. Exchange rates
38. Changes in economic activity
39. Forecasting economic activity
40. Stakeholders
41. The effect of business and economic activity on stakeholders
Section 6 Marketing
42. Market Research
43. Product trial and repeat purchase
44. Product life cycle
45. Boston Matrix
46. Branding
47. Marketing Mix
Section 7 Meeting Customer Needs
48. Introduction to Meeting customer needs
49. Design and R&D
50. Managing Stock
51. Managing Quality
52. Cost effective operations
53. Effective customer service
54. Consumer protection
Section 8 Effective Financial Management
55. How to improve cash flow
56. How to improve profit
57. Break-even
58. Financing Growth
Section 9 Effective People Management
59. Organisational structure
60. Motivation
61. Communication
62. Remuneration
Section 10 The Wider World
63. Ethics
64. Environmental issues
65. Economic issues
66. The government and the EU

About the Author(s):
Ian Marcousé is Chair of Examiners for Business Studies for a major awarding body and an experienced teacher. He is Founding Editor of Business Review magazine.

Michelle Billington is Senior Learning Manager of Business, Enterprise and ICT at Moor Park Business and Enterprise School, Preston.

Louise Stubbs is Assistant Headteacher at Great Sankey High School, Warrington.

Readership:
Students of GCSE