包邮商学导论(第7版·双语教学版)

PART 1 The Environment of Business 1 商业环境

Chapter 1 Ethics and Social Responsibility in Business 2 商业伦理与社会责任

Chapter 2 Global Business 31 全球商务

PART 2 Business Ownership and Entrepreneurship 46 企业所有权和企业家精神

Chapter 3 Choosing a Form of Business Ownership 47 选择企业的所有权形式

Chapter 4 Small Business, Entrepreneurship, and Franchises 66 小企业、企业家精神和特许经营

Part 3 Management and Organization 90 管理和组织

Chapter 5 Understanding the Management Process 91 管理过程

Chapter 6 Creating a Flexible Organization 111 创建柔性组织

Chapter 7 Producing Quality Goods and Services 134 提供优质商品和服务

Part 4 Human Resources 160 人力资源

Chapter 8 Attracting and Retaining the Best Employees 161 吸引和留住*优秀的员工

Chapter 9 Motivating and Satisfying Employees 186 激励和提高员工的满意度

Part 5 Marketing 210 市场营销

Chapter 10 Building Customer Relationships Through Effective Marketing 211 通过有效的市场营销建立客户关系

Chapter 11 Creating and Pricing Products That Satisfy Customers 235 创造和定价让客户满意的产品

Chapter 12 Distributing and Promoting Products 267 产品分销和产品促销

Part 6 Information, Accounting, and Finance 298 信息、会计和理财

Chapter 13 Exploring Social Media and e-Business 299 探索社交媒体和电子商业

Chapter 14 Using Management and Accounting Information 329 利用管理和会计信息

Chapter 15 Mastering Financial Management 359 掌握财务管理

Endnotes 388 注释