目录 3
Unit One：Management 管理学 3
Lesson One：Introduction ofManagement 3
A．What Is Management？ 4
B．Current Managerial Approach—Toward Integration 8
Lesson Two：Managers 12
A．Understanding Managers 13
B．Small Business Management 17
Lesson Three：Planning and Organizing 21
A．Planning 22
B．Organizing 27
Lesson Four：Leading and Controlling 31
A．Leading 32
B．Controlling 37
Test 1 41
Unit Two：Marketing Management 营销管理 49
Lesson One：Understanding Marketing Management 49
A．Understanding the CriticalRole of Marketing 50
B．Strategic Planning and Marketing Process 54
Lesson Two：Analyzing Marketing Opportunities and Selecting Target Markets 58
A．Analyzing Marketing Opportunities 59
B．Selecting Target Markets 65
Lesson Three：Developing Marketing Programs 69
A．Developing the Marketing Mix 70
B．Designing Strategy for the Global Marketplace 76
Lesson Four：Managing Marketing Effort 80
A．Building Customer Relationships through Satisfaction，Value，and Quality 81
B．Creating Competitive Advantage 85
Test 2 90
Lesson One：Basics of Human Resource Management 99
Unit Three：Human Resource Management 人力资源管理 99
A．Features and Objectives 100
B．The Challenges in HRM 105
Lesson Two：Strategic HRM and HR Planning 109
A．Strategic Human Resource Management 110
B．Human Resource Planning 114
Lesson Three：Membership 118
A．The Hiring Process 119
B．Training and Decruitment 124
Lesson Four：Career Development，Performance Appraisal，and Reward Management 127
A．Career Development 128
B．Performance Appraisal and Reward Management 133
Test 3 138
Lesson One：Foundations of Business Communication 147
Unit Four：Business Communication 商务沟通 147
A．Understanding Business Communication 148
B．How Communication Works 153
Lesson Two：Information Control System 157
A．Communication Networks Ⅰ 158
B．Communication Networks Ⅱ 163
Lesson Three：Business Communication and Technology 167
A．Management Information System 168
B．Communicating through Technology 173
Lesson Four：Sharpening Business Communication Skills 177
A．Handling Intercultural Communication 178
B．Developing Some Basic Skills 183
Test 4 188
Appendix Ⅰ：参考答案 195
Appendix Ⅱ：参考译文 212