Marketing often scares entrepreneurs. They've sweat buckets coming up with a valuable product or service, and now they have to sell it? Won't it sell itself? No. But, as marketing expert Bob Everett shows, marketing is just not that hard. At some level, entrepreneurs know that. They know what...

"The final entry in this all-you-need-to-know series summarizes the best points in the previous 12 books, updates many of them, and integrates must-have knowledge into a unified, indispensable whole"--

Intro -- Contents -- Acknowledgments -- Introduction -- 1. Why Undercapitalized Companies Don't Survive -- 2. Smart Capital -- 3. Plan Now or Pay Later -- 4. Bootstrapping and Early-Stage Creative Capital -- 5. Big Guns: Institutional Investors -- 6. Avenues for Alternative Capital -- 7. IPOs,...