简介
李桂华，男，56岁 ，管理学博士，南开大学商学院教授、博士生导师。李桂华教授现主讲市场营销学、消费者行为学、销售管理和专业英语等课程；曾主持国家自然科学基金和教育部社会科学基金等多个项目，并曾为可口可乐公司、恒安标准人寿公司、中国工商银行、中国银行等多个单位提供管理咨询或培训。郑琦，南开大学商学院副教授。
目录
Unit 1 The Evolution of Management as a Field of StudyUnit 2 The Scope of ManagementUnit 3 What are Orgnizations ?Unit 4 Developing Qpality and Competitive AdvantageUnit 5 Competitive Industry Environment AnalysisUnit 6 Materials and Process ~ Management of a CompanyUnit 7 Operating Statement of a CompanyUnit 8 Human Resource Management： An OverviewUnit 9 Types of Marketing ResearchUnit 10 Defining Customer Value and SatisfactionUnit 11 Delivering Customer Value and SatisfactionUnit 12 Retailer Marketing DecisionsUnit 13 Integrated Logistics ManagementUnit 14 The Characteristics of Services and Their Related Marketing StrafegiesUnit 15 How to Set a Price on a Product ，Unit 16 Steps in Developing Effective CommunicationUnit 17 Sales PromotionUnit 18 The Realities of Public RelationsUnit 19 Personal SellingUnit 20 Functions of AdvertisingKey to Exercises
工商管理专业英语（第二版）
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