Chapter 1 Market Economy Part One Organization of the Market Economy (1)1 Part Two Organization of the Market Economy (2)5 Part Three A FREEMARKET CURE FOR GLOBAL WARMING11 Chapter 2 Strategy and Strategic Management Part One Strategic Management (1)18 Part TwoS trategic Management (2)23 Part Three BP AMOCO IS COOKING WITH GAS31 Chapter 3 Exerting Strategic Leadership Part One Exerting Strategic Leadership (1)38 Part Two Exerting Strategic Leadership (2)43 Part Three THE MAN WHO WOULD BE WELCH50 Chapter 4 Human Relations Part One Motivation and Motivators58 Part Two Developing an Effective Reward Structure61 Part Three COMMERCE REWEAVES THE SOCIAL FABRIC66 Chapter 5 Corporate Culture Part One Building a StrategySupportive Corporate Culture73 Part Two Managing Diverse Cultures in Mergers and the Global Marketplace76 Part Three LETS TALK TURKEYS81 Chapter 6 Technology and Management for Technological Advantage Part One Technology and Management Support for Technological Advance 90 Part Two Automation in Service95 Part Three TECH LEADS BOTH UP AND DOWN101 Chapter 7 External Environment Part One The General Environment108 Part Two The Competitive Environment113 Part Three OFFSHORE BETTING: THE FEDS ARE ROLLING SNAKE EYES121 Chapter 8 Nature of Marketing Part One Marketing Defined127 Part Two The Evolution of Marketing132 Part Three THE FALL AND RISE OF HARPERCOLLINS139 Chapter 9 Sociocultural Influences on Consumer Behavior Part One Sociocultural Influences on Consumer Behavior (1)145 Part Two Sociocultural Influences on Consumer Behavior (2)151 Part Three HIGHTECH MARKETERS TRY TO ATTRACT WOMEN WITHOUT CAUSING OFFENSE157 Chapter 1 0Promotion and Marketing Communications Part One The Role of Promotion163 Part Two Communication Process and Marketing Communications167 Part Three BIG THREE FACE RIVALS WHO GO DOORTODOOR173 Chapter 11 Advertisement and Public Relations Part One Advertising and Its Economic Impact182 Part Two Public Relations187 Part Three A CRISIS OF CONFIDENCE195 Chapter 12Operations Part One Operations Function202 Part Two Importance of Operations and Managers Roles207 Part Three J&J STOPS BABYING ITSELF213 Chapter 13 Materials Management Part One Materials Flow220 Part Two Purchasing and Inventory226 Part Three THE WAR FOR BETTER QUALITY IS FAR FROM WON232 Chapter 14 Global Diversification Part One A Worldwide Perspective on Strategy238 Part Two Formulating Worldwide Operating Strategies245 Part Three THE BARONS OF OUTSOURCING251 Chapter 15Accounting Part One Accounting and Financial Statements257 Part Two Qualitative Characteristics of Accounting Information260 Part Three ETHICS BE DAMMED, LETS MERGE265 Chapter 16 Financial Assets Part One A Monetary Financial Asset ─ Money271 Part Two Nonmonetary Financial Assets276 Part Three A TALK WITH A FATHER OF THE EURO282 Chapter 17 Global Competition and Competitiveness Part One Global Competition and Continuous Improvement289 Part Two Methods Used to Improve Competitiveness293 Part Three MASTERS OF INNOVATION299 Chapter 18 Computers and Information Systems Part One The Management of Information System308 Part Two Business Capabilities of Computers313 Part Three INFO TECH： THE PAYOFF IS BIGGER THAN YOU THINK 321 APPENDIX 1 商務(wù)專業(yè)詞語漢語譯文 (Part Two Ex. Ⅲ)327 APPENDIX 2 詞匯解釋 (Articles of Part Three)334 APPENDIX 3 練習(xí)答案350
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