目录 1
Chapter One Setting Up a Business 1
Chapter Two Marketing:an Overview 22
Chapter Three Products and Pricing 36
Chapter Four Channels of Distribution 54
Chapter Five Promotion 70
Chapter Six Money and Banking 86
Chapter Seven Financing 104
Chapter Eight Accounting 122
Chapter Nine The Securities Market 140
Chapter Ten Risk Management and Insurance 155
Chapter Eleven Business Law 173
Chapter Twelve International Business 194
Chapter Thirteen Managing Business Enterprises 213
Chapter Fourteen Human Resources Management 233
Chapter Fifteen Motivation and Leadership 250
Chapter Sixteen Managing Information 271
Chapter Seventeen The Environment and Responsibilities 291
Chapter Eighteen Careers in Business 313