- 作 者：李建英著
- 出 版 社：
- 出版年份：2001
- ISBN：
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Unit 1 Leadership （Ⅰ） 1
Text A The Businessman of the Century (I)——Henry Ford and Alfred P. Sloan Jr. 1
Text B (1) Fundamentals of Leadership 8
Text B (2) Theory X Assumptions 11
Text B (3) Theory Y Assumptions 12
Unit 2 Leadership（Ⅱ） 17
Teat A The Businessman of the Century (II)——Thomas J. Watson Jr. and William H. Gates (III) 17
Text B (1) Types of Leadership 25
Text B (2) Roles Played by Managers 28
Text B (3) Functions of Management 30
Unit 3 Economy (I) 35
Text A The Free Market Incentive: Self-interest vs. Greed 35
Text B (1) Factors of Production 40
Text B (2) Basic Kinds of Economic System 42
Unit 4 Economy (II) 47
Text A Internet-the Latest Techno-revolution 47
Text B (1) Measuring Economic Activity 55
Text B (2) Business Ethics 58
Unit 5 Globalization (I) 64
Text A How to Go Global-and Why 64
Text B (1) Business in a Global Economy 72
Text B (2) The General Agreement on Tariffs and Trade 76
Unit 6 Globalization (II) 81
Text A Going Global: Lessons from Late Mover 81
Text B (1) Ways of Doing Business Internationally 93
Text B (2) The World Trade Organization 98
Unit 7 Marketing 103
Text A How to Acquire Customers on the Web 103
Text B (1) Advertising and Sales Promotion 112
Text B (2) Products 116
Unit 8 Distribution 123
Text A Seven Rules of International Distribution 123
Text B (1) Channels of Distribution 132
Text B (2) Global Distribution Policy 136
Unit 9 Branding 142
Text A In Service, What's in a Name? 142
Text B (1) Branding Strategies 149
Text B (2) Packaging and Labeling 153
Unit 10 Pricing 157
Text A How to Fight a Price War 157
Text B (1) Pricing Policy 167
Text B (2) Different Kinds of Discounts 171
Unit 11 Business Structures 177
Text A The Dubious Logic of Global Megamergers 177
Text B (1) Business Structure 186
Text B (2) Ownership and the Joint Venture 192
Unit 12 Competitive Environment 198
Text A A Game of Inches 198
Text B The Competitive Environment 205
Text A Can Citibank Crack the China Market? 214
Unit 13 Government and Business 214
Text B Government and Business 223
Unit 14 Personnel Management (I) 232
Text A The Power of E-cruiting 232
Text B Empowerment 241
Unit 15 Personnel Management(II) 251
Text A Behaviored-based Safety 251
Text B Beating the Career Blues 260
Text A Making Sure Employees Measure Up 270
Unit 16 Performance 270
Text B (1) Performance Evaluation 279
Text B (2) Performance Appraisal System 282
Unit 17 Stock 287
Text A Getting Rich on Red Chips 287
Text B Basic Concepts about Stocks 295
Vocabulary Index 304
Business Words Index 311