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WILLIAM A. COHEN is Professor of Marketing, former Department Chairman, and Director of the Small Business Institute at California State University, Los Angeles. He has held various positions in industry, from marketing manager for a $3 billion firm through company president and operator of his own small business. His 19 business books have been translated into seven languages. Among these are Building a Mail Order Business: A Complete Manual for Success (Wiley), Developing a Winning Marketing Plan (Wiley), and Making It Big as a Consultant. He is on several boards of directors, and his biography is in numerous directories, including Who's Who in America. Dr. Cohen has a BS from the United States Military Academy, an MBA from the University of Chicago, and an MA and a PhD in management from Claremont Graduate School.

Library of Congress subject headings for this publication: Small business Handbooks, manuals, etc, Entrepreneurship Handbooks, manuals, etc