包邮商学导论-一个变化的世界-第10版-英文版

Part 1 Business in a Changing World 一个变化世界中的商业 1 The Dynamics of Business and Economics 2 商业与经济的动态 APPENDIX A Guidelines for the Development of the Business Plan 31 商业计划开发指南 2 Business Ethics and Social Responsibility 34 商业伦理与社会责任 APPENDIX B The Legal and Regulatory Environment 67法律与监管环境 3 Business in a Borderless World 82 无边界世界中的商业 Part 2 Starting and Growing a Business 企业的创办与发展 4 Options for Organizing Business 114 企业的组织形式 5 Small Business, Entrepreneurship, and Franchising 144 小企业、创业企业和特许经营 Part 3 Managing for Quality and Competitiveness 运营管理：质量与竞争力 6 The Nature of Management 172 管理的本质 7 Organization, Teamwork, and Communication 202 组织、团队和沟通 8 Managing Service and Manufacturing Operations 230服务与生产运营管理 Part 4 Creating the Human Resource Advantage 打造人力资源优势 9 Motivating the Workforce 262 员工激励 10 Managing Human Resources 286 人力资源管理 APPENDIX C Personal Career Plan 321 个人职业生涯规划 Part 5 Marketing: Developing Relationships 市场营销：建立人际关系 11 Customer-Driven Marketing 328 以顾客为导向的市场营销 12 Dimensions of Marketing Strategy 356 市场营销战略的组成 13 Digital Marketing and Social Networking 390 数字化市场营销与社交网络 Part 6 Financing the Enterprise 企业财务管理 14 Accounting and Financial Statements 420 会计与财务报表 15 Money and the Financial System 456 资金与财务系统 16 Financial Management and Securities Markets 484财务管理与证券市场 APPENDIX D Personal Financial Planning 513个人财务规划 Notes 532 注释 Glossary 567 词汇表 Photo Credits 581 图片来源 Indexes 582 索引