Lesson One Fundamentals of Planning 企业策划原则 1
Passage 1 1
Passage 2 4
Passage 3 8
Passage 4 11
Case Discussion:案例讨论 16
Quaker Oats Focuses on a Planning Problem 16
Lesson Two Making Decisions 市场决策 19
Passage 1 19
Passage 2 22
Passage 3 25
Passage 4 29
Case Discussion：案例讨论 34
The Decision to Change at General Motors Corporation 34
Lesson Three Multinational Enterprise and Management 跨国企业及管理 37
Passage 1 37
Passage 2 40
Passage 3 44
Passage 4 47
Case Discussion:案例讨论 50
ARCO Chemical Develops a Worldwide Strategy 50
Lesson Four Information Technology 信息与技术 51
Passage 1 51
Passage 2 54
Passage 3 57
Passage 4 61
Case Discussion:案例讨论 65
David Battles Goliath for the Power of Information on the Internet 65
Lesson Five Quality Management 质量管理 68
Passage 1 68
Passage 2 72
Passage 3 75
Passage 4 79
Total Quality Management: Learning to Make it Work 83
Case Discussion:案例讨论 83
Lesson Six Strategic Management 战略管理 85
Passage 1 85
Passage 2 88
Passage 3 92
Passage 4 96
Case Discussion:案例讨论 99
How New Strategies Could Make a Difference at IBM 99
Passage 1 101
Lesson Seven Risk Management and Insurance 风险管理及保险 101
Passage 2 103
Passage 3 108
Passage 4 112
Case Discussion:案例讨论 116
The Risk of Computer Viruses 116
Lesson Eight Human Relations and Motivation 人事关系及激励 118
Passage 1 118
Passage 2 121
Passage 3 125
Passage 4 128
Case Discussion:案例讨论 131
The Motivation Crisis: Hitting the Wall 131
Lesson Nine Marketing Management 营销管理 133
Passage 1 133
Passage 2 136
Passage 3 139
Passage 4 143
Case Discussion:案例讨论 146
Changing Consumers Minds about Meat 146
Lesson Ten Financial Management 财务管理 148
Passage 1 148
Passage 2 151
Passage 3 154
Passage 4 158
Case Discussion:案例讨论 162
Credit for Sale 162