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In this groundbreaking textbook approach tthe study of entrepreneurship, Robert Mellor brings tthe non-specialist not only the crucial issues of the field that they will need tknow, but alsbridges the gap between business knowledge and expert knowledge from other disciplines The textbook provides relevant and targeted specialist chapters aimed towards a variety of fields - from sustainable industries, information technology; healthcare, biotechnology, as well as the musical and creative industries Key entrepreneurship concepts that are covered include:- the theories and tools of creative thinking- market research - intellectual property protection- relevant economics
