当代商学概论
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作者： （美）柯林斯 著
出 版 社： 人民邮电出版社
出版时间： 2010-1-1字数： 320000版次： 1页数： 287印刷时间： 2010-1-1开本： 大16开印次： 1纸张： 胶版纸I S B N ： 9787115216748包装： 平装编辑推荐
本书专为非财经专业的大学生作为商务基础知识学习而写，也十分适用于作为英语专业应用评议方面的双语教材。篇幅适中、概念清晰、语言简练，以及创造性的整合案例教学法是本书的突出特色，在美国、澳大利亚、新加坡和中国香港家和地区的许多高校，深受教师和学生的好评。
内容简介
本书英文版作为国外最畅销的同类教科书之一，一改传统的商学导论(Introduction to Business)课程教材大而全的风格，以概览式的编写方法，在300余页的篇幅内，以当代的热点问题为视角，通过11个专题，将如何创办新企业、当代关键的商业环境背景，以及企业的生产、营销、财务、人力资源和信息系统等主要职能及活动一一作了清晰的阐述。本书除了对理论深入浅出地进行了阐释，还对生词、术语进行了中文翻译、注释，条理清晰、语言平实、通俗易懂。
作者将Nike公司案例贯穿全书，此创造性的整合案例教学法加深了学生对企业职能及其相互关系的理解，这是本书区别于传统商学导论教材的一大特色。
本书专为财经专业以外的大学生作为商务基础知识学习而写，也十分适用于作为英语专业应用语言方向的双语教材。
作者简介：
Karen Collins is an associate professor in the College of Business and Economics at Lehigh University. Dr. Collins developed Lehigh's Introduction to Business course with assistance from an Accenture Faculty Fellowship for Excellence in Teaching. She has served as its coordinator and has taught sections of the course since its inception in 1997. Dr. Collins was honored with an Innovation in Teaching Award for the course from the Middle Atlantic Association of Colleges of Business Administration (AACSB regional association of management education deans and program leaders) and also has received a number of teaching awards including the Deming Lewis Faculty Award for having the strongest influence on the ten-year graduating class, the Stabler Award for Excellence in Teaching for demonstrating superior ability in communicating knowledge to others, and the Coopers and Lybrand Excellence in Teaching and Learning Award given to faculty from four universities who demonstrated innovative teaching techniques. Karen Collins received her Ph.D from Virginia Tech in accounting with minors in organizational behavior and psychology. She has published in leading accounting and management journals such as Accounting, Organizations and Society, Accounting Horizons, and Journal of Vocational Behavior. Her research areas include stress, work/home conflict, and upward mobility of women. Dr. Collins is a CPA and practiced in public accounting in the small business area prior to starting her teaching career.
目录
Chapter 1The Foundations of Business企业基础
Introducti on
Nike
Introduction to Nike
Getting Down to Business
Business Participants and Activities
External Forces That Influence Business Activities
What Is Economics?
Resources: Inputs and Outputs
Economic Systems
Types of Competition
Perfect Competition
Monopolistic Competition
Oligopoly
Monopoly
Measuring the Health of the Economy
Economic Goals
Economic Forecasting
Government’s Role in Managing the Economy
Monetary Policy
Fiscal Policy
Macroeconomics and Microeconomics
Where We’re Headed
Summary of Learning Objectives
Chapter 2The Challenges of Starting a Business创办企业的挑战
What Is an Entrepreneur?
Why Become an Entrepreneur?
Distinguishing Entrepreneurs from Small Business Owners
Importance of Small Business to the U.S. Economy
Job Creation
Innovation
Opportunities for Women and Minorities
How Small Businesses Help Large Businesses
What Industries Are Small Businesses In?
Industries by Sector
Should You Start a Business?
Advantages of Small Business Ownership
Disadvantages of Small Business Ownership
Starting a Business
The Business Idea
Ownership Options
The Business Plan
Sections of the Business Plan
How to Succeed in Managing a Business
Help from the SBA34
Why Do Businesses Fail?
Where We’re Headed
Summary of Learning Objectives
Chapter 3Business Ethics and Social Responsibility商业伦理与社会责任
Misgoverning Corporations: An Overview
The Idea of Business Ethics
Why Study Ethics?
The Individual Approach to Ethics
Addressing Ethical Dilemmas
Making Ethical Decisions
Identifying Ethical Issues
Refusing to Rationalize
The Organizational Approach to Ethics
Tightening the Rules
Corporate Social Responsibility
Owners
Employees
Customers
Communities
Stages of Corporate Responsibility
Here’s Your Salad—How About Fries?
Where We’re Headed
Summary of Learning Objectives
Chapter 4Managing for Business Success成功经营企业
Chapter 5Recruiting, Motivating, and Keeping Quality Employees招募、激励和培养高素质员工
Chapter 6Developing and Producing Goods and Services开发和制造优质产品与服务
Chapter 7Marketing: Providing Value to Customers市场营销：为客户提供价值
Chapter 8Business in a Global Environment全球化背景下的企业经营
Chapter 9The Role of Accounting in Business会计在企业中的作用
Chapter 10Managing Financial Resources财务资源管理
Chapter 11Managing Information and Technology信息技术管理
Appendix AIntroducing Your Business Plan
Appendix BEstimating Sales274
Appendix CPreparing Financial Reports with the Excel Template
