Beg, Barter, Steal_ and _Be Creative_ (all from Wiley). **Eileen M. Dolan** is a marketing specialist, writer, speaker and business consultant. Her books, articles, marketing plans and proposals have been published internationally. She is a contributing author for a number of text books and has worked with leading industry organisations including the Association of Small Firms and the Federation of Small Businesses. **John Foulkes** has been a writer, speaker and training consultant since 1993. He is the author of many business books including _Be Creative: A Practical Guide to Marketing Strategies for Small Business, The Complete Business Plan: A Guide for Growing Entrepreneurs_ and _The Complete Guide to Writing an Effective Business Plan_. **Brian Tracy** is a business strategist, speaker, educator, consultant and author. He is one of America's top trainers in business-growth strategies, with 20,000 clients around the world including Coca-Cola, DuPont and Disney. He is the world's leading authority on personal and professional development and has sold more than 20 million books. **Aidan Turner** is a business strategist and author of _The Complete Guide to Writing a Business Plan_. He writes at www.business-plan-writer.co.uk. # **PHOTO CREDITS** The publisher would like to thank the following individuals and organisations for their kind permission to reproduce the images in this book. Every effort has been made to acknowledge images. All images are reproduced with the kind permission of Getty Images: pages 6, 9, 10, 14, 18, 21, 22, 29, 33, 34, 40, 43, 44, 45, 46, 48, 51, 53, 54, 55, 56, 57, 61, 62, 67, 72, 75, 78, 80, 81, 83, 84, 85, 86, 87, 88, 92, 93, 94, 96, 97, 99, 101, 102, 103, 106, 109, 110, 111, 112, 113, 114, 115, 117, 119, 120, 121, 122, 123, 125, 127, 128, 130, 131, 133, 134, 135, 136, 137, 139, 140, 141, 142, 144, 145, 146, 147, 148, 149, 151, 152, 153, 155, 156, 158, 159, 160, 161, 162, 163, 165, 166, 168, 169, 170, 171, 172, 173, 174, 175, 176, 177, 178, 180, 181, 183, 184 and 185. All images are reproduced with the kind permission of John Wiley & Sons: pages 21 (© Getty/The National Archives), (© Getty/Vittorio Zunino Celotto), , , , , and . All images are reproduced with the kind permission of iStockphoto: pages 4, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , and . # **NOTES** | 'A Day In The Life: Marketing Strategy', www.hays.co.uk/business_strategy/marketing-strategy/market-research-marketing-study.aspx (accessed 25 August 2011). ---|--- | John Foulkes, _The Complete Business Plan: A Guide for Growing Entrepreneurs_ (London: Robinson, 2009), p. 10. | John Foulkes, _The Complete Guide to Writing an Effective Business Plan_ (London: Robinson, 2004), p. 10. | George Orwell, 'Politics and the English Language', _Horizon_ , 1:1 (1946). | Foulkes, _The Complete Business Plan_ , p. 13. | Ibid., p. 12. | Anthony Giddings, _Business Planning: Principles and Practices_ , 3rd edn (London: Kogan Page, 2005), p. 18. | Ibid., p. 18. | Peter Block, _Steal This Book_ (London: Vermilion, 2003), p. 26. | 'Plan Your Business: The Road to Success', www.business-school-forum.co.uk/management-economics/business-planning.html (accessed 8 August 2012). | Foulkes, _The Complete Business Plan_ , p. 12. | Ibid., p. 13. | Ibid., p. 14. | Ibid., p. 14. | Ibid., p. 15. | 'Plan Your Business', www.business-school-forum.co.uk/management-economics/business-planning.html (accessed 8 August 2012). | Foulkes, _The Complete Business Plan_ , p. 18. | Giddings, _Business Planning_ , p. 33. | William Zinsser, _On Writing Well_ (London: Penguin, 2006), p. 13. | Ibid., p. 14. | Ibid., p. 14. | John Foulkes, _Getting There: A Guided Tour to Business Planning Success_ (London: Financial Times Prentice Hall, 2008), p. 3. | Giddings, _Business Planning_ , p. 8. | Alan Fletcher and Peter Ray, _Management Consulting: Why, When, What, Where, and How_ , 4th edn (Hoboken, NJ: John Wiley & Sons, 2010), p. 2. | Robert Sutton and Cooper Andrews, _The Diffusion of Innovations_ (London: Free Press, 2003), p. 9. | Ray, _Management Consulting_ , p. 4. | Robert Mathis, _Why Your Business Needs Management Consulting_ , 4th edn (Boston, MA: Harvard Business School Press, 2003), p. 5. | Ibid., p. 5. | 'Planning with Budgets: A Guide to Successful Budget Planning for Project Delivery', www.budgetingplan.com/planning-budget-project-contract-development/project-management/project-planning-budgets/ (accessed 25 August 2011). | 'Adobe Portfolio', www.adobe.com/products/portfolio/portfolio_overview.html (accessed 25 August 2011). | 'Adobe Portfolio', www.adobe.com/products/portfolio/portfolio_overview.html (accessed 25 August 2011). | 'Adobe Portfolio', www.adobe.com/products/portfolio/portfolio_overview.html (accessed 25 August 2011). | Ibid. | Mathis, _Why Your Business Needs Management Consulting_ , p. 2. | Foulkes, _Getting There_ , p. 3. | Mathis, _Why Your Business Needs Management Consulting_ , p. 1. | Ibid., p. 1. | Ibid., p. 1. | Foulkes, _Getting There_ , p. 1. | Ibid., p. 2. | Ibid., p. 2. | Ibid., p. 2. | Ibid., p. 2. | Ibid., p. 2. | Ibid., p. 3. | Ibid., p. 3. | Ibid., p. 3. | Ibid., p. 3. | Ibid., p. 3. | Mathis, _Why Your Business Needs Management Consulting_ , p. 1. | Foulkes, _Getting There_ , p. 4. | Paul Barron and Paul D. Conforti, _Brain-Based Learning: Tools for Developing High-Ability Individuals_ (London: Penguin Books, 2004), p. 26. | Foulkes, _Getting There_ , p. 4. | 'Creating Compelling Content: What Makes Online Information So Attractive?', www.forbes.com/sites/susanadams/2012/03/17/creating-compelling-content-what-makes-online-information-so-attractive/ (accessed 25 August 2011). | Rael Isacowitz, 'Why Video Marketing is Booming for Small Businesses', www.entrepreneur.com/blog/220411 (accessed 25 August 2011). | Ibid. | Ibid. | Ibid. | Ibid. | Ibid. | Foulkes, _Getting There_ , p. 1. | Ibid., p. 1. | Ibid., p. 1. | Ibid., p. 1. | Ibid., p. 4. | 'B2B Marketing', www.bmartechgroup.com/pdf/marketing_infographic.pdf (accessed 25 August 2011). | 'Marketing in the New Economy', www.sba.gov/content/dam/smallbusiness/S