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本書主要取材于經典的工商管理專業書籍和文獻，所選文章涵蓋大量的專業詞匯和表達，有助于學習者豐富專業英語知識、提高閱讀能力、開拓國際視野。本書是工商管理及相關專業的專業外語課教材，也可作為企業管理人員的參考讀物。本書特色如下： 內容廣泛全書共20單元，內容涵蓋管理學原理、市場營銷管理、廣告促銷、財務管理、人力資源管理、國際營銷等領域。 選文經典本書參考了大量的英文原版教材和專業文獻，語言地道且難度適中，力求原汁原味地體現專業英語的文體結構、風格特征和修辭技巧。 形式新穎每單元除了課文和注釋之外，還有豐富的練習和補充閱讀材料，可以充分調動學習者的閱讀興趣。
目次
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
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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