- 作 者：李德荣，戚元方主编
- 出 版 社：上海：华东理工大学出版社
- 出版年份：1998
- ISBN：7562809224
- 标注页数：275 页
- PDF页数：283 页
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Unit 1 Business and Social Responsibility 1
Social Responsibility at American Express 11
Unit 2Form of Business Ownership 14
From Proprietorship to Corporation 25
Owership of corporation 26
Unit 3Franchising 29
Two Types of Franchises 40
Good Training:An Advantage of Franchising 41
Unit 4The Job of a Manager 43
Profile :Lee Iacocca 55
Managerial Skills 57
Unit 5 Leadership 59
How to Manage Your Boss 72
Management and Enterpreneurial Characteristics 74
Unit 6 Case Study :What Should Captian Collins Do? 76
Case Study:Charlie Has a Shance to Get Ahead 87
Educational Background of Successful Managers 89
Unit 7 Public Realtions 91
Pyblicity 103
Unit 8Common Stock and Preferred Stkck 107
Investment Strategies 119
Bull Markets and Bear Markets 121
Unit 9How Insursance Works 123
Business Uses of Life Insurance 135
No-fault Automobile Insurance 137
Unit 10 An Interview with Richard Brandson 139
Human Relations at Hewlett-Packard 154
Bill Gate of Microsoft 156
Unit 11Maslow's Hierarchy of Needs 159
Job Rotation and Job Enlargement 171
Dealing with Job Stress 173
Ubit 12 Orientation and Training 176
Toyata Selects Employees for New Pland in Kentucky 188
Case Study:Status Reversal 191
Unit 13 Employee Interviews 193
Hohn Smale of P G 206
Executive Headhunters 208
Unit 14 The Marketing Cincept 211
Dentists Attract New Patients with Marketing 223
Do Mist Firms Practice the Marketing Concept? 225
Unit 15 Adertising 227
Television as an Advertising Medium 238
What an Advertiser Needs 240
Unit 16 Personal Selling 243
Sales Presentations 256
Rational and Emotional Buying Motives 259
Appendix ⅠWord Study Index 262
Appendix Ⅱ Key to Exercises 264