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Chapter 1 Market Economy 1

Part One Organization of the Market Economy(1) 1

Part Two Organization of the Market Economy(2) 5

Part Three A FREE-MARKET CURE FOR GLOBAL WARMING 11

Chapter 2 Strategy and Strategic Management 18

Part One Strategic Management(1) 18

Part Two Strategic Management(2) 23

Part Three BP AMOCO IS COOKING WITH GAS 31

Chapter 3 Exerting Strategic Leadership 37

Part One Exerting Strategic Leadership(1) 37

Part Two Exerting Strategic Leadership(2) 42

Part Three THE MAN WHO WOULD BE WELCH 49

Chapter 4 Human Relations 57

Part One Motivation and Motivators 57

Part Two Developing an Effective Reward Structure 60

Part Three COMMERCE REWEAVES THE SOCIAL FABRIC 66

Part One Building A Strategy-Supportive Corporate Culture 72

Chapter 5 Corporate Culture 72

Part Two Managing Diverse Cultures in Mergers and the Global Marketplace 76

Part Three LETS TALK TURKEYS 81

Chapter 6 Technology and Management for Technological Advantage 89

Part One Technology and Management Support for Technological advance 89

Part Two Automation In Service 94

Part Three TECH LEADS BOTH UP AND DOWN 101

Part One The General Environment 107

Chapter 7 External Environment 107

Part Two The Competitve Environment 112

Part Three OFFSHORE BETTING:THE FEDS ARE ROLLING SNAKE EYES 120

Chapter 8 Nature of Marketing 126

Part One Marketing Defined 126

Part Two The Evolution of Marketing 131

Part Three THE FALL AND RISE OF HARPERCOLLINS 138

Chapter 9 Sociocultural Influences on Consumer Behavior 144

Part One Sociocultural Influences on Consumer Behavior(1) 144

Part Two Sociocultural Influences on Consumer Behavior(2) 150

Part Three HIGH-TECH MARKETERS TRY TO ATTRACT WOMEN WITHOUT CAUSING OFFENSE 156

Chapter 10 Promotion and Marketing Communications 162

Part One The Role Promotion 162

Part Two Communication Process and Marketing Communications 166

Part Three BIG THREE FACE RIVALS WHO GO DOOR-TO-DOOR 173

Chapter 11 Advertisement and Public Relations 181

Part One Advertising and Its Economic Impact 181

Part Two Public Relations 185

Part Three A CRISIS OF CONFIDENCE 193

Chapter 12 Operations 200

Part One Operations Function 200

Part Two Importance of Operations and Managers Roles 205

Part Three J J STOPS BABYING ITSELF 211

Chapter 13 Materials Management 218

Part One Materials Flow 218

Part Two Purchasing and Inventory 224

Part Three THE WAR FOR BETTER QUALITY IS FAR FROM WON 230

Part One A Worldwide Perspective on Strategy 236

Chapter 14 Global Diversification 236

Part Two Formulating Worldwide Operating Strategies 243

Part Three THE BARONS OF OUTSOURCING 249

Chapter 15 Accounting 255

Part One Accounting and Financial Statements 255

Part Two Qualitative Characteristics of Accounting Information 258

Part Three ETHICS BE DAMMED, LET S MERGE 263

Chapter 16 Financial Assets 269

Part One A Monetary Financial Asset-Money 269

Part Two Nonmonetary Financial Assets 274

Part Three A TALK WITH A FATHER OF THE EURO 280

Chapter 17 Global Competition and Competitiveness 287

Part One Global Competition and Continuous Improvement 287

Part Two Methods Used to Improve Competitiveness 291

Part Three MASTERS OF INNOVATION 297

APPENDIX 1 商务专业词语汉语译文(Part Two Ex.Ⅲ) 306

APPENDIX 2 词汇解释(Articles OF Part Three) 312

APPENDIX 3 练习答案 328

BIBLIOGRAPHY 344