Collegiate Business Readings

目录
Chapter 1 Market Economy
Part One Organization of the Market Economy(1)
Part Two Organization of the Market Economy(2)
Part Three A FREE-MARKET CURE FOR GLOBAL WARMING
Chapter 2 Strategy and Strategic Management
Part One Strategic Management(1)
Part Two Strategic Management(2)
Part Three BP AMOCO IS COOKING WITH GAS
Chapter 3 Exerting Strategic Leadership
Part One Exerting Strategic Leadership(1)
Part Two Exerting Strategic Leadership(2)
Part Three THE MAN WHO WOULD BE WELCH
Chapter 4 Human Relations
Part One Motivation and Motivators
Part Two Developing an Effective Reward Structure
Part Three COMMERCE REWEAVES THE SOCIAL FABRIC
Chapter 5 Corporate Culture
Part One Building A Strategy-Supportive Corporate Culture
Part Two Managing Diverse Cultures in Mergers and the Global Marketplace
Part Three LET'S TALK TURKEYS
Chapter 6 Technology and Management for Technological Advantage
Part One Technology and Management Support for Technological advance
Part Two Automation In Service
Part Three TECH LEADS BOTH UP AND DOWN
Chapter 7 External Environment
Part One The General Environment
Part Two The Competitve Environment
Part Three OFFSHORE BETTING:THE FEDS ARE ROLLING SNAKE EYES
Chapter 8 Nature of Marketing
Part One Marketing Defined
Part Two The Evolution of Marketing
Part Three THE FALL AND RISE OF HARPERCOLLINS
Chapter 9 Sociocultural Influences on Consumer Behavior
Part One Sociocultural Influences on Consumer Behavior(1)
Part Two Sociocultural Influences on Consumer Behavior(2)
Part Three HIGH-TECH MARKETERS TRY TO ATTRACT WOMEN WITHOUT CAUSING OFFENSE
Chapter 10 Promotion and Marketing Communications
Part One The Role of Promotion
Part Two Communication Process and Marketing Communications
Part Three BIG THREE FACE RIVALS WHO GO DOOR-TO-DOOR
Chapter 11 Advertisement and Public Relations
Part One Advertising and Its Economic Impact
Part Two Public Relations
Part Three A CRISIS OF CONFIDENCE
Chapter 12 Operations
Part One Operations Function
Part Two Importance of Operations and Managers'Roles
Part Three J & J STOPS BABYING ITSELF
Chapter 13 Materials Management
Part One Materials Flow
Part Two Purchasing and Inventory
Part Three THE WAR FOR BETTER QUALITY IS FAR FROM WON
Chapter 14 Global Diversification
Part One A Worldwide Perspective on Strategy
Part Two Formulating Worldwide Operating Strategies
Part Three THE BARONS OF OUTSOURCING
Chapter 15 Accounting
Part One Accounting and Financial Statements
Part Two Qualitative Characteristics of Accounting Information
Part Three ETHICS BE DAMMED,LET'S MERGE
Chapter 16 Financial Assets
Part One A Monetary Financial Asset—Money
Part Two Nonmonetary Financial Assets
Part Three A TALK WITH A FATHER OF THE EURO
Chapter 17 Global Competition and Competitiveness
Part One Global Competition and Continuous Improvement
Part Two Methods Used to Improve Competitiveness
Part Three MASTERS OF INNOVATION
APPENDIX 1 商务专业词语汉语译文(Part Two Ex.Ⅲ)
APPENDIX 2 词汇解释(Articles OF Part Three)
APPENDIX 3 练习答案
BIBLIOGRAPHY