PART 1 The Environment of Business 1 商業(yè)環(huán)境

Chapter 1 Ethics and Social Responsibility in Business 2 商業(yè)倫理與社會(huì)責(zé)任

Chapter 2 Global Business 31 全球商務(wù)

PART 2 Business Ownership and Entrepreneurship 46 企業(yè)所有權(quán)和企業(yè)家精神

Chapter 3 Choosing a Form of Business Ownership 47 選擇企業(yè)的所有權(quán)形式

Chapter 4 Small Business, Entrepreneurship, and Franchises 66 小企業(yè)、企業(yè)家精神和特許經(jīng)營(yíng)

Part 3 Management and Organization 90 管理和組織

Chapter 5 Understanding the Management Process 91 管理過程

Chapter 6 Creating a Flexible Organization 111 創(chuàng)建柔性組織

Chapter 7 Producing Quality Goods and Services 134 提供優(yōu)質(zhì)商品和服務(wù)

Part 4 Human Resources 160 人力資源

Chapter 8 Attracting and Retaining the Best Employees 161 吸引和留住*優(yōu)秀的員工

Chapter 9 Motivating and Satisfying Employees 186 激勵(lì)和提高員工的滿意度

Part 5 Marketing 210 市場(chǎng)營(yíng)銷

Chapter 10 Building Customer Relationships Through Effective Marketing 211 通過有效的市場(chǎng)營(yíng)銷建立客戶關(guān)系

Chapter 11 Creating and Pricing Products That Satisfy Customers 235 創(chuàng)造和定價(jià)讓客戶滿意的產(chǎn)品

Chapter 12 Distributing and Promoting Products 267 產(chǎn)品分銷和產(chǎn)品促銷

Part 6 Information, Accounting, and Finance 298 信息、會(huì)計(jì)和理財(cái)

Chapter 13 Exploring Social Media and e-Business 299 探索社交媒體和電子商業(yè)

Chapter 14 Using Management and Accounting Information 329 利用管理和會(huì)計(jì)信息

Chapter 15 Mastering Financial Management 359 掌握財(cái)務(wù)管理

Endnotes 388 注釋