本书作为商务英语专业的一门概论型基础课程教材,全面、系统、概要地介绍了国际经贸理论和知识。本书主要供普通高等教育商务英语专业学生,以及国际贸易、国际经济、国际工商管理等外向型专业的学生使用,同时也可供从事国际商贸工作的人员参考使用。

Chapter 1 Setting Up a Business
Sole Proprietorship
Partnership
Corporation
A Special Form: Franchising
Chapter 2 Marketing: an Overview
The Origin of Marketing
The Functions of Marketing
The Marketing Mix
Market Segmentation
Chapter3 Products and Pricing
Types of Products
Product Life Cycle
Pricing
Chapter4 Channels6fDistHbution
Common Channels of Distribution
The Cost and Value of Middlemen
Physical Distribution
Modes of Transportation
Chapter 5 Promotion
Advertising
Do It Yourself or Use an Advertising Agency
Personal Selling
Sales Promotion
Public Relations and Publicity
Word of Mouth
Chapter6 Moneyand Banking
What Is Money?
What Does Money Do?
Types of Money
The Financial System
Savings and Loan Associations
Money Supply and the Federal Reserve System
Chapter 7 Financing
Short-term Financing
Long-term Sources of Funds
Debt or Equity Financing
Features of Bonds
Features of Stock
Chapter 8 Accounting
Balance Sheet
Income Statement
Chapter9 The Securities Market
Primary and Secondary Markets
Buying and Selling Stocks
Bulls and Bears
The Bond Market
Who Buy Securities?
Chapter 10 Risk Management and Insurance
Approaches to Managing Business Risks
Insurance and Its Principles
Insurable Risks
Insurance for Business
Fidelity and Surety Bonds
Chapter 11 Business Law
Types of Law
Contract Law
Tort Law
Property Law
Warranty
Negotiable Instruments
Agency Law
Business Bankruptcy
Chapter 13 International Business
Why Trade with Other Countries?
Other Ways to Go Global
Special Issues in International Business
Chapter 13 Managing Business Enterprises
Management Functions
Management Levels and Skills
Sources of Managers
The Building Blocks of Organizational Structure
Organizational Decision Making
Organizational Structures
Informal Organization
The Strategic Management Process
Chapter 14 Human ResourcesManacjement
Planning for Human Resources
Staffing
Training and Developing Employees
Demoting and Terminating Employees
Compensating Employees
Chapter 15 Motivation and Leadership !
The Classical Theory
The Hawthorne Studies
Maslow's Hierarchy of Human Needs
Herzberg's Two-factor Theory
McGregor's Theory X and Theory
Ouchi's Theory Z
Strategies for Motivating Employees
Leadership
Chapter 16 Managing Information
Information vs. Data
How Computers Work?
Application Programs
The Management Information System (MIS)
Chapter 17 The Environment and Responsibilities
Factors of Production
Types of Economic System
Economic Goals and How to Measure Their Attainment
The Roles of Government
The Market and Competition
The Importance of Profits
The Responsibility of Business
Chapter 18 Careers in Business
Self-evaluation
Career Opportunities in Business
Successful Job Hunting
Key to Exercises of Cloze and Scrambled Sentences
Key to Translation
References