- 作 者：于瑶主编
- 出 版 社：哈尔滨：东北林业大学出版社
- 出版年份：2008
- ISBN：9787811313284
- 标注页数：149 页
- PDF页数：156 页
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Chapter 1 Forms of Business Organization 1
Sole Proprietorship 1
Partnership 2
Corporation 4
A Special Form:Franchising 6
Chapter 2 Marketing:an Overview 11
What is Marketing? 11
The Functions of Marketing 12
The Marketing Mix 13
Market Segmentation 14
Chapter 3 Product and Pricing 18
Types of Products 18
Product Life Cycle 22
Pricing 22
Chapter 4 Channels of Distribution 28
Wholesaling 28
Retailing 29
The Cost and Value of Middlemen 29
Agency 30
Electronic Commerce 32
Chapter 5 Promotion 36
Types of Promotion Objectives 36
Types of Promotion-Promotion Mix 38
Chapter 6 Management 47
Management Functions 47
Management Levels 48
Management Skills 49
Organizational Structure 50
Authority and Responsibility 52
Informal Organization 54
Chapter 7 Human Resource Management 57
Human Resource Planning 57
Staffing 58
Training and Developing 60
Performance Appraisal 61
Compensation 62
Chapter 8 Motivating Employees 67
The Classical Theory 67
The Hawthorne Studies 67
Maslow's Hierarchy of Human Needs 68
Herzberg's Two-factor Theory 69
McGregor's Theory X and Theory Y 70
Ouchi's Theory Z 70
Strategies for motivating employees 71
Chapter 9 Organizational Culture 77
What Is Organizational Culture? 77
Functions of Organizational Culture 77
Types of Organizational Culture 78
Creation of Organizational Culture 79
Influence of Organizational Culture on Climate and Management Practice 80
Chapter 10 Business Law 85
Contract Law 85
Intellectual Property Law 86
Products Liability Law 88
Bankruptcy Law 89
Agency Law 89
Bills of Exchange Law 90
Chapter 11 Risk Management and Insurance 98
Approaches to Managing Business Risks 98
Insurance and Its Principles 99
Insurable Risks 100
Types of Insurance 101
Chapter 12 International Business 108
Why Trade with Other Countries? 108
Barriers to World Trade 109
Brief Introduction to WTO 112
Chapter 13 Financial Markets 118
The Financial Institutions 118
Capital Market 120
The Federal Reserve System and Money Control 122
Chapter 14 Accounting 128
Balance Sheet 128
Income Statement 131
Chapter 15 Business Environment and Its Responsibilities 136
The Business Environment 136
Types of Economic Systems 141
The Responsibility of Business 142
References 148