Unit 1 企业和社会责任 1
Social Responsibility at American Express 11
Consumerism 13
Unit 2 企业所有制形式 16
From Proprietorship to Corporation 28
Ownership of Corporations 29
Unit 3 特许经营 31
Two Types of Franchises 43
Good Training:An advantage of Franchising 44
Unit 4 经理的工作 46
Profile:Leelacocca 58
Managerial Skills 60
Unit 5 领导 62
How to Manage Your Boss 75
Management and Entrepreneurial Characteristics 76
Unit 6 公共关系 78
Publicity 90
John Smale of P＆G 93
Unit7 普通股和优先股 95
investment Strategies 107
Bull Markets and Bear Markets 109
Unit 8 马斯洛的需求层次 110
Job Rotation and Job Enlargement 123
Bill Gates of Microsoft 125
Unit 9 营销的理念 127
Dentists Attract New Patients with Marketing 141
Do Most Firms Practise the Marketing Concept? 143
Unit 10 广告 144
Television as an Advertising Medium 158
What an Advertiser Needs 159
附录1 词汇学习索引 162
附录2 练习答案 164