Lesson One The Sole Trader 独资商 1
Lesson Two Partnerships 合股商 8
Lesson Three Limited Companies 有限公司 15
Lesson Four A Public Company 公营公司 22
Lesson Five Public Enterprise 公共企业 28
Lesson Six Other Types of Business Organisation 其他类型的企业组织 34
Lesson Seven Market Research and Product Planning 市场研究与产品规划 40
Lesson Eight Promotion of the Product 产品促销 48
Lesson Nine Retailing 零售 56
Lesson Ten Wholesaling 批发 67
Lesson Eleven The Marketing Mix 营销组合 75
Lesson Twelve An Economics Primer 经济学入门 81
Lesson Thirteen Types of Competition 竞争的种类 92
Lesson Fourteen Organizing and Operating a Corporation 股份有限公司的组建和经营 98
Lesson Fifteen The Market Economy 市场经济 106
Lesson Sixteen Services and Quality 服务性行业和质量 114
Lesson Seventeen What is Marketing 营销的含义 120
Lesson Eighteen The World of Advertising 广告的世界 133
Lesson Nineteen What are the Obstacles-Real or Imagined? 什么是障碍——真正的还是想象的？ 142
答案 153
参考译文 166