sections of the business plan　
　how to succeed in managing a business　
　help from the sba　34
　　why do businesses fail?　
　where we’re headed　
　summary of learning objectives　
　chapter 3　business ethics and social responsibility　商业伦理与社会责任
　misgoverning corporations: an overview　
　　the idea of business ethics　
　　why study ethics?　
　the individual approach to ethics　
　　addressing ethical dilemmas　
　　making ethical decisions　
　　identifying ethical issues　
　　refusing to rationalize　
　the organizational approach to ethics　
　　tightening the rules　
　corporate social responsibility　
　　owners　
　　employees　
　　customers　
　　communities　
　　stages of corporate responsibility　
　　here’s your salad—how about fries?
　where we’re headed　
　summary of learning objectives　
chapter 4　managing for business success　成功经营企业
chapter 5　recruiting, motivating, and keeping quality employees　招募、激励和培养高素质员工
chapter 6　developing and producing goods and services　开发和制造优质产品与服务
chapter 7　marketing: providing value to customers　市场营销：为客户提供价值
chapter 8　business in a global environment　全球化背景下的企业经营
chapter 9　the role of accounting in business　会计在企业中的作用
chapter 10　managing financial resources　财务资源管理
chapter 11　managing information and technology　信息技术管理
appendix a　introducing your business plan　
appendix b　estimating sales　274
appendix c　preparing financial reports with the excel template

当代商学概论-双语教学版 节选

《当代商学概论(双语教学版)》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。《当代商学概论(双语教学版)》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《当代商学概论(双语教学版)》区别于传统商学导论教材的一大特色。《当代商学概论(双语教学版)》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。

当代商学概论-双语教学版 作者简介

卡伦·柯林斯（Karen Collins），an associate professor in the College ofBusinessand Economics at Lehigh University Dr Collins developedLehigh'S Introduction to Business course with assistance from anAccenture Faculty Fellowship for Excellence in Teaching Shehas served as its coordinator and has taught sections of thecourse since its inception in l997.Dr.Collins was honored withan Innovation in Teaching Award for the course from the MiddleAtlantic Association of Colleges of Business Administration（AACSB regional association of management education deansand program leaders）and also has received a number ofteachingawards including the Deming Lewis Faculty Award for havingthe strongest influence on the ten-year graduating class，theStabler Award for Excellence in Teaching for demonstratingsuperior ability in communicating knowledge to others，and the Coopers and LybrandExcellence in Teaching and Learning Award given to faculty from four universities whodemonstrated innovative teaching techniques Karen Collins received her Ph D from VirginiaTech in accounting with minors in organizational behavior and psychology.She has publishedin leading accounting and management journals such as Accounting，Organizations andSociety,Accounting Horizons，and Journal ofVocational Behavior Her research areas includestress，work／home conflict.and upward mobility ofwomen.Dr.Collins is a CPA and practicedin public accounting in the small business area prior to starting her teaching career.

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