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【作者】
戴贤远，北京师范大学经济与工商管理学院营销学教授。
【内容】
本教材的课文选自美国有名大学商学院里通用的本科生及研究生的教材，包括微观经济学，宏观经济学，货币银行学，靠前市场营销学等14个部分。此次修订作者根据教学的需要在每部分之后增加了讨论题等内容。
【目录】
PART ONEMICROECONOMICS
The Concept of Utility
How Markets Function
PART TWOMACROECONOMICS
Outlays and Components of Demand
Maeroeeonomic Policy
PART THREESTATISTICAL ANALYSIS FOR DECISION MAKING
Why Sample
Basic Concepts of Hypothesis Testing
PART FOURMANAGEMENT INFORMATION SYSTEM
Hotel Computer Applications
Word Processing
PART FIVEOPERATIONS MANAGEMENT
Order Processing
Bring Design into the Business
PART SIXMARKETING
Pulling and Pushing Marketing Strategies in a Market Oriented System
The Many Faces of Personal Selling
PART SEVENMANAGERIAL FINANCE
Motives for Using Debt
Trade Credit
PART EIGHTORGANIZATIONAL BEHAVIOR
What Is OBM?
Areas of Application
PART NINEFINANCIAL ACCOUNTING
Elements of the Accounting Model
Accounting Reports
PART TENMONEY AND BANKING
Sources and Uses of Bank Funds
Instruments of the Capital Market
PART ELEVENSTRATEGIC MANAGEMENT
Company Goals:Survival,Growth,Profitability
Strategic Considerations for Multinational Firms
PART TWELVEINTERNATIONAL ECONOMICS
Free Markets and Growth
New-World Realities and Competitiveness
PART THIRTEENINTERNATIONAL MARKETING
Advertising Abroad-Creative Challenges
Evaluating Alternatives for International Operations
PART FOURTEENINTERNATIONAL BUSINESS
The International Rules of Commercial Policy
Foreign Direct Investment
APPENDIX AREADINGS IN ECONOMICS AND MANAGEMENT
The Objectives of Firms in Economics
The Maximizing Principle in Economics
An Introduction to the Theory of Economic Growth
Taxation in Western Economics
Application of Probability Concepts in Decision Making
The Learning Organization
The Goal of Financial Management
Global Advertising Regulations
Financial Intermediation: Assets and Liabilities Management in a Profit-Seeking Environment
Qualitative Characteristics of Accounting Information
The Rise of China's Joint Ventures in an Interdependent Global Economy
History of the International Monetary System
International Banking
Trade Policy in Developing Countries
APPENDIX B WORDS,PHRASES,AND TYPICAL EXPRESSIONS
APPENDIX C SAMPLES OF GOOD SENTENCES
APPENDIX D BUSINESS LETTERS
APPENDIX E SAMPLES OF FOOTNOTES
APPENDIX F SAMPLES OF BIBLIOGRAPHIES
APPENDIX G RESUME
APPENDIX H MEMORANDUM
APPENDIX I TRANSLATION
The Concept of Utility
How Markets Function
PART TWOMACROECONOMICS
Outlays and Components of Demand
Maeroeeonomic Policy
PART THREESTATISTICAL ANALYSIS FOR DECISION MAKING
Why Sample
Basic Concepts of Hypothesis Testing
PART FOURMANAGEMENT INFORMATION SYSTEM
Hotel Computer Applications
Word Processing
PART FIVEOPERATIONS MANAGEMENT
Order Processing
Bring Design into the Business
PART SIXMARKETING
Pulling and Pushing Marketing Strategies in a Market Oriented System
The Many Faces of Personal Selling
PART SEVENMANAGERIAL FINANCE
Motives for Using Debt
Trade Credit
PART EIGHTORGANIZATIONAL BEHAVIOR
What Is OBM?
Areas of Application
PART NINEFINANCIAL ACCOUNTING
Elements of the Accounting Model
Accounting Reports
PART TENMONEY AND BANKING
Sources and Uses of Bank Funds
Instruments of the Capital Market
PART ELEVENSTRATEGIC MANAGEMENT
Company Goals:Survival,Growth,Profitability
Strategic Considerations for Multinational Firms
PART TWELVEINTERNATIONAL ECONOMICS
Free Markets and Growth
New-World Realities and Competitiveness
PART THIRTEENINTERNATIONAL MARKETING
Advertising Abroad-Creative Challenges
Evaluating Alternatives for International Operations
PART FOURTEENINTERNATIONAL BUSINESS
The International Rules of Commercial Policy
Foreign Direct Investment
APPENDIX AREADINGS IN ECONOMICS AND MANAGEMENT
The Objectives of Firms in Economics
The Maximizing Principle in Economics
An Introduction to the Theory of Economic Growth
Taxation in Western Economics
Application of Probability Concepts in Decision Making
The Learning Organization
The Goal of Financial Management
Global Advertising Regulations
Financial Intermediation: Assets and Liabilities Management in a Profit-Seeking Environment
Qualitative Characteristics of Accounting Information
The Rise of China's Joint Ventures in an Interdependent Global Economy
History of the International Monetary System
International Banking
Trade Policy in Developing Countries
APPENDIX B WORDS,PHRASES,AND TYPICAL EXPRESSIONS
APPENDIX C SAMPLES OF GOOD SENTENCES
APPENDIX D BUSINESS LETTERS
APPENDIX E SAMPLES OF FOOTNOTES
APPENDIX F SAMPLES OF BIBLIOGRAPHIES
APPENDIX G RESUME
APPENDIX H MEMORANDUM
APPENDIX I TRANSLATION
