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本书英文版作为国外*畅销的同类教科书之一,一改传统的商学导论(Introduction to Business)课程教材大而全的风格,以概览式的编写方法,在300余页的篇幅内,以当代的热点问题为视角,通过11个专题,将如何创办新企业、当代关键的商业环境背景,以及企业的生产、营销、财务、人力资源和信息系统等主要职能及活动一一作了清晰的阐述。本书除了对理论深入浅出地进行了阐释,还对生词、术语进行了中文翻译、注释,条理清晰、语言平实、通俗易懂。
作者将Nike公司案例贯穿全书,此创造性的整合案例教学法加深了学生对企业职能及其相互关系的理解,这是本书区别于传统商学导论教材的一大特色。
本书专为财经专业以外的大学生作为商务基础知识学习而写,也十分适用于作为英语专业应用语言方向的双语教材。
作者简介:
Karen Collins is an associate professor in the College of Business and Economics at Lehigh University. Dr. Collins developed Lehigh's

chapter 1 the foundations of business 企业基础
introducti on
nike
introduction to nike
getting down to business
business participants and activities
external forces that influence business activities
what is economics?
resources: inputs and outputs
economic systems
types of competition
perfect competition
monopolistic competition
oligopoly
monopoly
measuring the health of the economy
economic goals
economic forecasting
government’s role in managing the economy
monetary policy
fiscal policy
macroeconomics and microeconomics
where we’re headed
summary of learning objectives
chapter 2 the challenges of starting a business 创办企业的挑战
what is an entrepreneur?
why become an entrepreneur?
distinguishing entrepreneurs from small business owners
importance of small business to the u.s. economy
job creation
innovation
opportunities f

姓名:(美)柯林斯著
作者简介:
作品:《当代商学概论-双语教学版》 《从**到**》