getAbstract Summary: Get the key points from this book in less than 10 minutes.
Jane Applegate's book is an idea journal for the budding entrepreneur. No one business can use all these ideas, every business owner will be able to use a few of the ideas Applegate mentions. Some of her great ideas are specific to a single type of business. Other ideas sound fine, but deal with areas that are difficult for an entrepreneur to control. The book's big drawback is that it lacks an over-reaching strategy. It is a set of disconnected ideas, which makes it more useful as a brainstorming tool than as anything you would use as the basis of a business. It doesn't tell you how to create a marketing plan, but it gives you marketing ideas you can incorporate into the plan you develop. getAbstract recommends this book to owners of relatively new, small businesses who are hungry for a few ideas to move it further along. [Note: many of the ideas are specific to the United States.]
Book Publisher:
Bloomberg Press
