- 作 者：戴贤远编
- 出 版 社：北京：北京大学出版社
- 出版年份：1994
- ISBN：7301024126
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PREFACE 1
PART ONE MICROECONOMICS 9
The Concept of Utility 9
How Markets Function 11
PART TWO MACROECONOMICS 13
Outlays and Components of Demand 13
Macroeconomic Policy 15
PART THREE STATISTICSAL ANALYSIS FOR DECISION MAKING 18
Why Sample 18
Basic Concepts of Hypothesis Testing 21
Hotel Computer Applications 26
PART FOUR MANAGEMENT INFORMATION SYSTEM 26
Word Processing 30
PART FIVE OPERATIONS MANAGEMENT 34
Order proessing 34
Bring Desing into the Business 37
PART SIX MARKETING 40
Pulling and Pushing Marketing Strategies in a Market-Oriented System 40
The Many Faces of Personal Selling 44
PART SEVEN MANAGERIAL FINANCE 47
Motives for Uisng Debt 47
Trade Crdeit 50
What is OBM 54
PART EIGHT ORGANIZATIONAL BEHAVIOR 54
Areas of Application 56
PART NINE FINANCIAL ACCOUNTING 60
Elements of the Accounting Model 60
Accounting Repouts 63
PART TEN MONEY AND BANKING 68
Sources and Uses of Bank Funds 68
Instruments of the Capital Market 72
PART ELEVEN STRATEGIC MANAEMENT 76
Company Goals:Survival,Growth,Profitability 76
Strategic Considerations for Multinational Firms 78
Free Markets and Growth 82
PART TWELVE INTERANTIONAL ECONOMICS 82
New-World Realities and Competitiveness 85
PART THIRTEEN INTERNATIONAL MARKETING 90
Advertising Abroad —Creative Challenges 90
Evaluating Alternatives for International Operations 94
PART FOURTEEN INTERNATIONAL BUSINESS 99
The International Rules of Commercial Poicy 99
Foreign Direct Investment 101
APPENDIX BUSINESS WRITINGS 104
Business Letter to a Manager for a Specific Issue 105
Business Letter to Custoners 106
Memorandum 107