| 本书旨在帮助工商管理及相关专业的大学本科生(专科生)、研究生、MBA和在职自学人员，提高工商管理专业英语阅读理解水平以及运用英语进行业务交流和洽谈的能力。全书共分20单元，内容涵盖管理学原理、市场营销管理、广告促销、财务管理、人力资源管理、国际营销等领域，使学生熟悉并掌握尽可能多的专业英语词汇和术语。在着重训练学生阅读专业英语文献的同时，帮助学生熟悉专业英语文体结构、风格特征及修辞技巧，为将来的工作实践打下较为坚实的专业英语基础。 |
| Unit 1 The Evolution of Management as a Field of Study Unit 2 The Scope of Management Unit 3 What are Orgnizations ? Unit 4 Developing Qpality and Competitive Advantage Unit 5 Competitive Industry Environment Analysis Unit 6 Materials and Process ~ Management of a Company Unit 7 Operating Statement of a Company Unit 8 Human Resource Management: An Overview Unit 9 Types of Marketing Research Unit 10 Defining Customer Value and Satisfaction Unit 11 Delivering Customer Value and Satisfaction Unit 12 Retailer Marketing Decisions Unit 13 Integrated Logistics Management Unit 14 The Characteristics of Services and Their Related Marketing Strafegies Unit 15 How to Set a Price on a Product , Unit 16 Steps in Developing Effective Communication Unit 17 Sales Promotion Unit 18 The Realities of Public Relations Unit 19 Personal Selling Unit 20 Functions of Advertising Key to Exercises |
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