目录

 

Prologue

Getting ready for prime time

序言

作好准备，迎接你的黄金时间

 

Part 1

Business Trends: Cultivating a Business in Diverse, Global Environments

第一篇

商业趋势：在全球多元化的环境中培育企业

 

Chapter 1 Taking Risks and Making Profits within the Dynamic Business Environment

第一章　动态商业环境：风险和获利

Chapter 2 Understanding Economics and How It Affects Business

第二章　理解经济学及其对商业的影响

Chapter 3 Doing Business in Global Markets

第三章　全球市场上的商业竞争

Chapter 4 Demanding Ethical and Socially Responsible Behavior

第四章　道德和对社会负责任的行为

 

Part 2

Business Ownership: Starting a Small Business

第二篇

企业所有权：创办小企业

 

Chapter 5 How to Form a Business

第五章　选择一种企业经营模式

Chapter 6 Entrepreneurship and Starting A Small Business

第六章　企业家精神和创办小企业

 

Part 3

Business Management: Empowering Employees to Satisfy Customers

第三篇

企业管理：授权员工满足客户

 

Chapter 7 Management and Leadership

第七章　管理和领导

Chapter 8 Structuring Organizations for Today’s Challenges

第八章　调整组织结构，以应对当今的商业挑战

Chapter 9 Production and Operations Management

第九章　生产和运营管理

 

         Part 4

Management of Human Resources: Motivating Employees to

Produce Quality Goods and Services

第四篇

人力资源管理：激励员工提供优质产品和服务

 

Chapter 10　Motivating Employees

第十章　员工激励

Chapter 11　Human Resource Management Finding and keeping the best employees

第十一章　人力资源管理：发现并留住最优秀的员工

 

Part 5

Marketing: Developing and Implementing

Customer-Oriented Marketing Plans

第五篇

营销：开发与实施客户为导向的营销计划

 

Chapter 12 Marketing: Helping Buyers Buy

第十二章  市场营销：帮助买者购买

Chapter 13 Developing and Pricing Goods and Services

第十三章　商品和服务的开发和定价

Chapter 14 Distributing Products

第十四章　产品分销

Chapter 15 Using Effective Promotions

第十五章  开展有效的促销活动

 

Part 6 Managing Financial Resources

第6篇　管理财务资源

 

Chapter 16 Understanding Accounting & Financial Information

第十六章　理解会计和财务信息

Chapter 17 Financial Management

第十七章　财务管理

Chapter 18 Using securities Markets for Financing & Investing Opportunities

第十八章　证券市场：融资和投资机会

Chapter19 Money, Financial Institutions, and the Federal Reserve

第十九章　货币、金融机构和美联储 

About the authors

译者简介 

Bill Nickels is emeritus professor of business at the University of Maryland, College Park. He has over 30 years’ experience teaching graduate and undergraduate business courses, including introduction to business, marketing, and promotion. He has won the Outstanding Teacher on Campus Award four times and was nominated for the award many other times. He received his M.B.A. degree from Western Reserve University and his Ph.D. from The Ohio State University. He has written a marketing communications text and two marketing principles texts in addition to many articles in business publications. He has taught many seminars to businesspeople on subjects such as power communications, marketing, non-business marketing, and stress and life management. His son, Joel, is a Professor of English at the University of Miami (Florida).
    比尔·尼克尔斯（Bill Nickles）是马里兰大学帕克分校的荣誉退休教授。他有30多年讲授研究生和大学生商业课程的经验，课程包括商业导论、营销和促销。他四次赢得“优秀教师奖”，并多次获得该奖提名。他获得西储大学工商管理硕士学位，并在俄亥俄州立大学获得博士学位。他撰写过一本“营销沟通”教材和两本“营销原理”教材，并在商业出版物上发表过多篇文章。他在很多研讨班上给商人讲过课，主题有高效沟通、营销、非企业营销以及压力和生活管理。他的儿子乔尔（Joel）是迈阿密大学（佛罗里达州）英语教授。

 

 

Jim McHugh holds an M.B.A. degree from Lindenwood University and has had broad experience in education, business, and government. As chairman of the Business and Economics Department of St. Louis Community College/Forest Park, Jim coordinated and directed the development of the business curriculum. In addition to teaching several sections of Introduction to Business each semester for nearly 30 years, Jim taught in the marketing and management areas at both the undergraduate and graduate levels. Jim enjoys conducting business seminars and consulting with small and large businesses. He is actively involved in the public service sector and served as chief of staff to the St. Louis County Executive.

吉姆·麦克休（Jim McHugh）获得林登沃德大学工商管理硕士学位，在教育、企业和政府工作方面拥有丰富的经验。作为圣路易斯社区大学森林分校的商业和经济学系主任，吉姆配合和指导了商业课程的开发。除了在近30年的时间里每学期讲授几部分《商业入门》以外，吉姆还给研究生和大学生讲授营销学和管理课程。吉姆乐于举办商业研讨班以及为企业提供咨询，积极参与公共服务，并担任圣路易斯县县长的首席幕僚。

 

Susan McHugh is a learning specialist with extensive training and experience in adult learning and curriculum development. She holds an M.Ed. degree from the University of Missouri and completed her course work for a Ph.D. in education administration with a specialty in adult learning theory. As a professional curriculum developer, she has directed numerous curriculum projects and educator training programs. She has worked in the public and private sectors as a consultant in training and employee development. While Jim and Susan treasure their participation in writing projects, their greatest accomplishment is their collaboration on their three children. Casey is carrying on the family’s teaching tradition as an adjunct professor at Washington University. Molly and Michael are carrying on the family writing tradition by contributing to the development of several supplementary materials for this text.

苏珊·麦克休（Susan McHugh）是一位学习专家，在成人学习和课程开发方面提供过广泛的培训，具有丰富的经验。她获得密苏里大学教育硕士学位，完成了教育管理博士的课程作业，主修成人学习理论。作为专业的课程开发者，她指导过无数的课程项目和教育者培训项目。她曾经在上市公司和私营企业中提供培训和员工开发的顾问。虽然吉姆和苏珊很看重他们参与的写作计划，但他们最大的成就却是合作生养了三个孩子。凯西（Casey）继承了家庭的教育传统，在华盛顿大学担任副教授，莫莉（Molly）和迈克尔（Michael）继承了家庭的写作传统，本书补充材料的编写做出了贡献。