Chapter 1 Market Economy
Part One Organization of the Market Economy (1)1
Part Two Organization of the Market Economy (2)5
Part Three A FREEMARKET CURE FOR GLOBAL WARMING11
Chapter 2 Strategy and Strategic Management
Part One Strategic Management (1)18
Part TwoS trategic Management (2)23
Part Three BP AMOCO IS COOKING WITH GAS31
Chapter 3 Exerting Strategic Leadership
Part One Exerting Strategic Leadership (1)38
Part Two Exerting Strategic Leadership (2)43
Part Three THE MAN WHO WOULD BE WELCH50
Chapter 4 Human Relations
Part One Motivation and Motivators58
Part Two Developing an Effective Reward Structure61
Part Three COMMERCE REWEAVES THE SOCIAL FABRIC66
Chapter 5 Corporate Culture
Part One Building a StrategySupportive Corporate Culture73
Part Two Managing Diverse Cultures in Mergers and the Global Marketplace76
Part Three LETS TALK TURKEYS81
Chapter 6 Technology and Management for Technological Advantage
Part One Technology and Management Support for Technological Advance
90
Part Two Automation in Service95
Part Three TECH LEADS BOTH UP AND DOWN101
Chapter 7 External Environment
Part One The General Environment108
Part Two The Competitive Environment113
Part Three OFFSHORE BETTING: THE FEDS ARE ROLLING SNAKE EYES121
Chapter 8 Nature of Marketing
Part One Marketing Defined127
Part Two The Evolution of Marketing132
Part Three THE FALL AND RISE OF HARPERCOLLINS139
Chapter 9 Sociocultural Influences on Consumer Behavior
Part One Sociocultural Influences on Consumer Behavior (1)145
Part Two Sociocultural Influences on Consumer Behavior (2)151
Part Three HIGHTECH MARKETERS TRY TO ATTRACT WOMEN
WITHOUT CAUSING OFFENSE157
Chapter 1 0Promotion and Marketing Communications
Part One The Role of Promotion163
Part Two Communication Process and Marketing Communications167
Part Three BIG THREE FACE RIVALS WHO GO DOORTODOOR173
Chapter 11 Advertisement and Public Relations
Part One Advertising and Its Economic Impact182
Part Two Public Relations187
Part Three A CRISIS OF CONFIDENCE195
Chapter 12Operations
Part One Operations Function202
Part Two Importance of Operations and Managers Roles207
Part Three J&J STOPS BABYING ITSELF213
Chapter 13 Materials Management
Part One Materials Flow220
Part Two Purchasing and Inventory226
Part Three THE WAR FOR BETTER QUALITY IS FAR FROM WON232
Chapter 14 Global Diversification
Part One A Worldwide Perspective on Strategy238
Part Two Formulating Worldwide Operating Strategies245
Part Three THE BARONS OF OUTSOURCING251
Chapter 15Accounting
Part One Accounting and Financial Statements257
Part Two Qualitative Characteristics of Accounting Information260
Part Three ETHICS BE DAMMED, LETS MERGE265
Chapter 16 Financial Assets
Part One A Monetary Financial Asset ─ Money271
Part Two Nonmonetary Financial Assets276
Part Three A TALK WITH A FATHER OF THE EURO282
Chapter 17 Global Competition and Competitiveness
Part One Global Competition and Continuous Improvement289
Part Two Methods Used to Improve Competitiveness293
Part Three MASTERS OF INNOVATION299
Chapter 18 Computers and Information Systems
Part One The Management of Information System308
Part Two Business Capabilities of Computers313
Part Three INFO TECH： THE PAYOFF IS BIGGER THAN YOU THINK
321
APPENDIX 1 商务专业词语汉语译文 (Part Two Ex. Ⅲ)327
APPENDIX 2 词汇解释 (Articles of Part Three)334
APPENDIX 3 练习答案350
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