Veterinary Business and Enterprise: Theoretical Foundations and Practical Cases

Contents

List of Figures List of Tables List of Contributors Acknowledgements Foreword Chapter 1 Introduction Colette Henry (Royal Veterinary College) Part I: Theoretical Foundations Chapter 2 The Need for Business Skills in Veterinary Education: Perceptions versus evidence Martin A. Cake, Susan M. Rhind & Sarah Baillie (Murdoch University, University of Edinburgh & University of Bristol) Chapter 3 Clinical Leadership and Professionalism in Veterinary Practice Liz Mossop (University of Nottingham) Chapter 4 Leadership and Management in Veterinary Practice Brian Faulkner (Front Foot Veterinary Consultancy) Chapter 5 Veterinary Business Management: An Ethical Approach to Managing People and Practices Lorna Treanor & Martin Whiting (University of Ulster & Royal Veterinary College) Chapter 6 Documenting and Investigating the Entrepreneurial Trade in Illegal Veterinary Medicines in the United Kingdom and Ireland Robert Smith & Martin Whiting (The Robert Gordon University & Royal Veterinary College) Chapter 7 Applying Marketing Theory to Veterinary Practice Andrew Morton (The Marketing Institute) Chapter 8 Brand Identity: Building a Veterinary Hospital Brand Cathy R. Coates (University of Bristol) Chapter 9 Veterinary Field Expertise and Knowledge Exchange Jeremy Phillipson, Amy Proctor, Philip Lowe & Andrew Donaldson (University of Newcastle) Part Ii: Practical Cases Chapter 10 Ellie Prior: Starting out in practice Claire Denny, Sarah Baillie & James Gazzard (Royal Veterinary College, University o