| 本书的文章均选自西方工商经济管理专业的各类原版教材和具有相当影响的西方商务刊物。内容涉及经济、贸易、商务、管理等各个方面，涵盖面宽，信息新，词汇丰富，且阅读量大。 全书共分为十八章，每章包括三个部分。第一和第二部分的课文是关于经济领域中所涉及的许多概念、理论、政策、措施及相应的论述和分析，内容丰富，理论性强。第三部分的文章均由有关方面的专家撰写。这些文章介绍了当今经济全球化进程中各种最新的经济动态、社会和经济发展的趋势、经营和管理理念的巨大变化和发展，内容积极，极具启示性。 |
| Chapter 1 Market Economy Part One Organization of the Market Economy(1) Part Two Organization of the Market Economy(2) Part Three A FREE，MARKET CURE FOR GLOBAL WARMING Chapter 2 Strategy and Strategic Management Part One Strategic Management(1) Part Two Strategic Management(2) Part Three BP AMOCO IS COOKING WITH GAS Chapter 3 Exerting Strategic Leadership Part One Exerting Strategic Leadership(1) Part Two Exerting Strategic Leadership(2) Part Three THE MAN WHO WOULD BE WELCH Chapter 4 Human Relations Part One Motivation and Motivators Part Two Developing an Effective Reward Structure Part Three COMMERCE REWEAVES THE SoCIAL FABRIC Chapter 5 Corporate Culture Part One Building a Strategy-Supportive Corporate Culture Part Two Managing Diverse Cultures in Mergers and the Global Marketplace Part Three LET’S TALK TURKEYS Chapter 6 Technology and Management for Technological Advantage Part One Technology and Management Support for Technological Advance Part Two Automation in Service Part Three TECH LEADS BOTH UP AND DOWN Chapter 7 External Environment Part One The General Environment Part Two The Competitive Environment Part Three OFFSHORE BETTING：THE FEDS ARE ROLLING SNAKE EYES Chapter 8 Nature of Marketing Part One Marketing Defined Part Two The Evolution of Marketing Part Three THE FALL AND RISE OF HARPERCOLLINS Chapter 9 Sociocultural Influences on Consumer Behavior Part One Sociocultural Influences on Consumer Behavior(1) Part Two Sociocultural Influences on Consumer Behavior(2) Part Three HIGH-TECH MARKETERS TRY TO ATTRACT WOMEN WITHOUT CAUSING OFFENSE Chapter 10 Promotion and Marketing Communications Part One The Role of Promotion Part Two Communication Process and Marketing Communications Part Three BIG THREE FACE RIVALS WHO GO DOOR-TO—DOOR Chapter 11 Advertisement and Public Relations Part One Advertising and Its Economic Impact Part Two Public Relations Part Three A CRISIS OF CONFIDENCE Chapter 12 Operations Part One Operations Function Part Two Importance of Operations and Managers’Roles Part Three J&J STOPS BABYING ITSELF Chapter 13 Materials Management Part One Materials Flow Part Two Purchasing and Inventory Part Three THE WAR FOR BETTER QUALITY IS FAR FROM WON Chapter 14 Global Diversification Part One A Worldwide Perspective on Strategy Part Two Formulating Worldwide Operating Strategies Part Three THE BARONS OF OUTSOURCING Chapter 15 Accounting Part One Accounting and Financial Statements Part Two Qualitative Characteristics of Accounting Information Part Three ETHICS BE DAMMED，LET’S MERGE Chapter 16 Financial Assets Part One A Monetary Financial Asset——Money Part Two Nonmonetary Financial Assets Part Three A TALK WITH A FATHER OF THE EURO Chapter 17 Global Competition and Competitiveness Part One Global Competition and Continuous Improvement Part Two Methods Used to Improve Competitiveness Part Three MASTERS OF INNOVATlON Chapter 18 Computers and Information Systems Part One The Management of Information System Part Two Business Capabilities of Computers Part Three INFO TECH：THE PAYOFF IS BIGGER THAN YOU THINK APPENDIX 1 商务专业词语汉语译文(Part Two Ex，Ⅲ) APPENDIX 2 词汇解释(Articles of Part Three) APPENDIX 3 练习答案 |
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