目 錄 UnitOneTheBiography of the World Famous Economist—John MaynardKeynes 世界著名經(jīng)濟(jì)學(xué)家——約翰·梅納德·凱恩斯 Unit TwoThe Biogralphy Ofthe WorldFamous Economist—Milton Friedman 世界著名經(jīng)濟(jì)學(xué)家——彌爾頓·弗萊德曼 Unit ThreeThe Biography of the World Famous Economist—Paul Samuelson 世界著名經(jīng)濟(jì)學(xué)家——保羅·薩繆爾森 UnitFourThe Biography Ofthe World Famous Economist—Adam Smith 世界著名經(jīng)濟(jì)學(xué)家——亞當(dāng)·斯密 UnitFiveThe Biography Ofthe World Famous Economist—Karl Marx 世界著名經(jīng)濟(jì)學(xué)家——卡爾·馬克思 UnitSixThe EvolutionOfAmerican Business 美國商務(wù)的演變 UnitSeven Main Forms OfCommunication inBusiness 商務(wù)交流的主要形式 UnitEight Elements of Communication 溝通要素 UnitNine Who Are You as a Communicator 作為溝通者, 你應(yīng)該扮演何種角色 UnitTen Business and Culture 企業(yè)與文化 UnitElevenRecognize Cultural Differences 認(rèn)識文化差異 Unit Twelve Avoiding Culturally Related Business Blunders 中美文化差異一瞥 Unit Thirteen Negotiating with People from Different Backgrounds Than YourOwn 如何與不同文化背景的人談判 Unit FourteenTough Negotiator TakesControl 談判強(qiáng)手占上風(fēng) Unit Fifteen Business and Social Responsibility 企業(yè)與社會責(zé)任感 Unit Sixteen Forms of Business Ownership 企業(yè)所有制形式 Unit Seventeen Common Stock and Preferred Stock 普通股與優(yōu)先股 Unit Eighteen The Job of a Manager 管理者的工作 Unit Nineteen Leadership 領(lǐng)導(dǎo)藝術(shù) Unit Twenty The Quality Imperative 質(zhì)量的重要性 Unit Twenty-one lnsurance 保險(xiǎn) Unit Twenty-two HowlnsuranceWorks 保險(xiǎn)的作用 Unit Twenty-three ForeignExchange 外匯 Unit Twenty-four BuyandBuildDecision 收購與創(chuàng)建決策 Unit Twenty-five Collaboration 合作 Unit Twenty-sixThe Committee on Trade and Environment 貿(mào)易與環(huán)境委員會 Unit Twenty-seven Public Relations 公共關(guān)系 Unit Twenty-eight The Marketing Concept 營銷概念 Unit Twenty-nine Issues Affecting International Contracts 影響國際商務(wù)合同的種種問題 Unit Thirty Franchising 特許專營 Unit Thirty-one Personal Selling 個人推銷 Unit Thirty-two Advertising 廣告 Unit Thirty-three He's the Master of His Domain Name 他是域名的主人 Unit Thirty-four Case Study：To Start or Not Start 案例分析：開拓還是放棄麥粥市場 Unit Thirty-five CaseStudy：NestleEnterstheBreakfastCerealMarket 案例分析：雀巢開辟早餐麥粥市場 Unit Thirty-six Case Study：Nike and Reebok inlndonesia 案例分析：耐克和銳步運(yùn)動系列在印尼 Unit Thirty-seven Case Study：The Two Leading Athletic Footwear Firms in U. S. 案例分析：美國運(yùn)動系列廠家的領(lǐng)頭羊 Unit Thirty-eight CaseStudy：Wal-Mart Rules 案例分析：沃爾瑪規(guī)則 Unit Thirty-nine Case Study：Haier—China's Manufacturing Beachhead 案例分析：海爾——中國制造業(yè)的前頭陣地 Unit Forty Case Study：What Should Captain Collinn Do 案例分析：柯林斯隊(duì)長應(yīng)該怎么辦 Keys to the Exercises