商務學導論（第11版）

《商務學導論（第11版）》是2016年3月1日出版的圖書，作者是[美]威廉？尼克爾斯（William G. Nickels）。

基本介紹

• 書名：《商務學導論（第11版）》
• ISBN：9787302429616
• 定價：65.00
• 出版時間：2016年3月1日

出版信息

作者：[美]威廉？尼克爾斯（William G. Nickels） 詹姆斯？麥克休（James M. McHugh） 蘇珊？麥克休（Susan M. McHugh）
定價：65元
印次：1-2
ISBN：9787302429616
出版日期：2016.03.01
印刷日期：2017.07.07

內容簡介

本書多年來在美國始終是首選的商務學入門教材，幾位作者憑藉自己豐富的教學經驗，並廣泛聽取來自400多名學者以及很多學生的建議和意見，對其不斷進行完善。本書無論是在提供最翔實的商務學基礎知識，還是讓學生能夠接觸到真實的企業問題方面，都是做得最好的。 本書內容全面，角度新穎，適用對象廣，實踐指導意義強。既適合用作高等院校相關專業的教科書，也可用作內容全面的學科參考手冊供相關領域的管理人員和研究人員使用。

編輯推薦

為了適應經濟全球化的發展趨勢，滿足國內廣大讀者了解、學習和借鑑國外先進經濟管理理論和管理經驗的需要，清華大學出版社與國外著名出版公司麥格勞-希爾教育出版集團合作影印出版了一系列商科英文版教材。鑒於大部分外版教材篇幅過長，且其中部分內容與我國的教學需要不符，我們請專家學者結合國內教學的實際要求，對所選圖書進行了必要的刪節。我們所選擇的圖書，基本上是在國外深受歡迎、並被廣泛採用的優秀教材的縮減版，其主教材均是該領域中較具權威性的經典之作。
為有效控制定價以便減輕學生購買教材的負擔，本書刪去了原書的第3~4章及第12章。我們在對原版圖書進行刪節的同時仍採用了原書的頁碼，因此文中提到的頁碼或內容有可能已被刪掉從而無法找到，由此給讀者帶來的諸多不便，我們深表歉意。
由於原作者所處國家的政治、經濟和文化背景等與我國不同，對書中所持觀點，敬請廣大讀者在閱讀過程中注意加以分析和鑑別。
我們期望這套影印書的出版對我國經濟管理科學的發展能有所幫助，對我國商科的教學，尤其是商學本科的教學能有所促進。

歡迎廣大讀者給我們提出寶貴的意見和建議；同時也歡迎有關專業人士向我們推薦您所接觸到的國外優秀圖書。
清華大學出版社
2016年1月

目錄

第1部分商務趨勢：在多變的全球環境中培育企業······························································2

第1章動態商務環境下的管理：承擔風險，獲取收益····························································2

第2章經濟對商務的影響··········································································································28

第2部分企業所有權：組建小企業······················································································118

第5章組建企業的方式···········································································································118

第6章創業與組建小企業········································································································150

第3部分企業管理：激勵員工為顧客提供滿意服務························································184

第7章管理和領導···················································································································184

第8章使組織適應當今的挑戰································································································210

第9章生產與運作管理···········································································································240

第4部分人力資源管理：激勵員工提供優質產品和服務···············································268

第10章員工激勵·····················································································································268

第11章人力資源管理：尋找和留住優秀員工·······································································298

第5部分行銷：制定和實施以顧客為導向的行銷計畫·····················································360

第13章行銷：幫助消費者購買······························································································360

第14章產品與服務的開發和定價··························································································388

第15章產品的分銷·················································································································416

第16章採用有效的促銷方式··································································································446

第6部分管理財務資源············································································································472

第17章了解會計與財務信息··································································································472

第18章財務管理·····················································································································502

第19章證券市場：融資和投資機會······················································································530

第20章貨幣、金融機構與美聯儲··························································································564

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