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Contents

List of Figures

List of Tables

List of Contributors

Acknowledgements

Foreword

Chapter 1 Introduction

Colette Henry (Royal Veterinary College)

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)

Chapter 10 Ellie Prior: Starting out in practice

Claire Denny, Sarah Baillie & James Gazzard (Royal Veterinary

College, University of Bristol & University of East Anglia)

Chapter 11 Church Hill Equine Clinic: Changing Large Animal Practice in Rural

Areas

Izzy Warren-Smith (Harper Adams University College)

Chapter 12 Cromlyn Vets: Where to now?

Colette Henry (Royal Veterinary College)

Chapter 13 De'Ath, Slaughter, Davis & Jones: Time for a Re-Brand?

Lynn Hill (University of Bristol)

Chapter 14 Cascade Veterinary Practice: Changing times

Adele Feakes & Diane Whatling (University of Adelaide)

Chapter 15 Northgate Veterinary Clinic: A new lease of life?

Adele Feakes & Diane Whalting (University of Adelaide)

Chapter 16 Parasol Kennels: Innovative Animal Housing

Christopher Brown & Jane Taylor (University of Hertfordshire)

Index

Key features:

. Presents practical cases supported by underpinning theory

. Comes with online case-based resources

. Contains contributions from leading experts and experienced veterinary business educators

• Compiled and edited by the UK's first Professor of Veterinary Business and Enterprise

Veterinary Business and Enterprise: Theoretical Foundations and Practical Cases presents readers with a unique collection of theory-based chapters and case studies that together provide a clear and practical illustration of key contemporary challenges in veterinary business management. The theory sections are written by leading academics from top universities and colleges, and cover leadership and management, the application of marketing theory, brand identity, ethical approaches to management and more.

The practical cases are principally based on real businesses within the broader veterinary sector both nationally and internationally. Each case deals with themes specifically relevant to the effective and practical management of a veterinary or veterinary-related business and presents a particular business challenge for students to solve. The cases are supported by web-based overviews, student assessments and interactive questions.

The book will be an important business and enterprise learning resource for both undergraduate and postgraduate level students of veterinary medicine. It will also be an invaluable supporting resource for business and enterprise educators and those responsible for curriculum design in veterinary schools internationally.