标题：工商导论
内容简介
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。
作者简介
陈准民，对外经济贸易大学教授，教育部高等学校外语专业教学指导委员会委员，英语分委员会副主任，中国国际贸易学会国际商务英语研究会主任。长期从事商务英语教学，在商务英语教学理论、教学法改革、教材编写、师资培训、计算机辅助教学等方面有多年研究，为商务英语学科带头人。
主要讲授商务英语、经济管理和计算机应用等课程，如经贸英语口语、对外经贸信函、工商导论、工商教育中的教学法、互联网与经贸英语等。
独立编写并出版了《工商导论》、《实用经贸英语口语》、《英语生意经》、《模拟期货贸易》等教材和计算机辅助教学软件，在国内外学术刊物上发表科研论文多篇。 
目录
Chapter 1 Setting Up a Business
Sole Proprietorship
Partnership
Corporation
A Special Form: Franchising
Exercises
Chapter 2 Marketing: an Overview
The Origin of Marketing
The Functions of Marketing
The Marketing Mix
Market Segmentation
Exercises
Chapter3 Products and Pricing
Types of Products
Product Life Cycle
Pricing
Exercises
Chapter4 Channels6fDistHbution
Common Channels of Distribution
The Cost and Value of Middlemen
Physical Distribution
Modes of Transportation
Exercises
Chapter 5 Promotion
Advertising
Do It Yourself or Use an Advertising Agency
Personal Selling
Sales Promotion
Public Relations and Publicity
Word of Mouth
Exercises
Chapter 6 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
Exercises
Chapter 7 Financing
Short-term Financing
Long-term Sources of Funds
Debt or Equity Financing
Features of Bonds
Features of Stock
Exercises
Chapter 8 Accounting
Balance Sheet
Income Statement
Exercises
Chapter9 The Securities Market
Primary and Secondary Markets
Buying and Selling Stocks
Bulls and Bears
The Bond Market
Who Buy Securities?
Exercises
Chapter 10 Risk Management and Insurance
Approaches to Managing Business Risks
Insurance and Its Principles
Insurable Risks
Insurance for Business
Fidelity and Surety Bonds
Exercises
Chapter 11 Business Law
Types of Law
Contract Law
Tort Law
Property Law
Warranty
Negotiable Instruments
Agency Law
Business Bankruptcy
Exercises
Chapter 12 International Business
Why Trade with Other Countries?
Other Ways to Go Global
Special Issues in International Business
Exercises
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
Exercises
Chapter 14 Human ResourcesManacjement
Planning for Human Resources
Staffing
Training and Developing Employees
Demoting and Terminating Employees
Compensating Employees
Exercises
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
Exercises
Chapter 16 Managing Information
Information vs. Data
How Computers Work?
Application Programs
The Management Information System (MIS)
Exercises
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
Exercises
Chapter 18 Careers in Business
Self-evaluation
Career Opportunities in Business
Successful Job Hunting
Exercises
Appendix A Key to Exercises of Cloze and Scrambled Sentences
Appendix B Key to Translation
Appendix C References