商务学导论（第11版）
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四川成都
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作者[美]威廉？尼克尔斯（William G. Nickels） 詹姆斯？麦克休（James M. McHugh） 苏珊？麦克休（Susan M. McHugh）
出版社清华大学出版社
ISBN9787302429616
出版时间2016-03
装帧平装
开本16开
定价65元
货号23931605
上书时间2024-10-20
商品详情
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前言
序言
导语摘要
本书多年来在美国始终是*的商务学入门教材，几位作者凭借自己丰富的教学经验，并广泛听取来自400多名学者以及很多学生的建议和意见，对其不断进行完善。本书无论是在提供翔实的商务学基础知识，还是让学生能够接触到真实的企业问题方面，都是做得好的。本书内容全面，角度新颖，适用对象广，实践指导意义强。既适合用作高等院校相关专业的教科书，也可用作内容全面的学科参考手册供相关领域的管理人员和研究人员使用。
作者简介
威廉·尼尔斯,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).
詹姆斯·麦休,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.
苏珊·麦休,is a learning speist 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 spety 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 deyelopment.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.
目录
第1部分 商务趋势：在多变的全球环境中培育企业
第1章 动态商务环境下的管理：承担风险，获取收益
第2章 经济对商务的影响
第2部分 企业所有权：组建小企业
第5章 组建企业的方式
第6章 创业与组建小企业
第3部分 企业管理：激励员工为顾客提供满意服务
第7章 管理和领导
第8章 使组织适应当今的挑战
第9章 生产与运作管理
第4部分 人力资源管理：激励员工提供优质产品和服务
第10章 员工激励
第11章 人力资源管理：寻找和留住优秀员工
第5部分 营销：制定和实施以顾客为导向的营销计划
第13章 营销：帮助消费者购买
第14章 产品与服务的开发和定价
第15章 产品的分销
第16章 采用有效的促销方式
第6部分 管理财务资源
第17章 了解会计与财务信息
第18章 财务管理
第19章 证券市场：融资和投资机会
第20章 货币、金融机构与美联储
术语表
内容摘要
本书多年来在美国始终是*的商务学入门教材，几位作者凭借自己丰富的教学经验，并广泛听取来自400多名学者以及很多学生的建议和意见，对其不断进行完善。本书无论是在提供翔实的商务学基础知识，还是让学生能够接触到真实的企业问题方面，都是做得好的。
本书内容全面，角度新颖，适用对象广，实践指导意义强。既适合用作高等院校相关专业的教科书，也可用作内容全面的学科参考手册供相关领域的管理人员和研究人员使用。
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