本教程理论结合实际，从企业与市场、财务金融、企业管理等多个角度选择案例，编制情景，设计课内外语言活动，以帮助工商管理英语学习者充分利用语境，通过大量实训，逐步提高工商管理中的英语口头、笔头交际能力和技巧。本教程内容可操作性强，有较高的实践价值，理论上紧扣专业基础知识，并做到语言简洁、思路清晰；案例选择上注重工商管理情景的真实性和趣味性；实训操练上强调实用性、互动性和新颖性。
本教程分为四大模块（模块一：商务基本理念；模块二：市场与营销；模块三：财务金融；模块四：商务管理），共16个单元。每一单元都包含理论简介、两个实践案例和补充阅读三个部分。
本教程可作为高等院校学生专门用途英语教程，也可用作相关职业培训专用教材。
工商管理：本书内容丰富，设计巧妙，话题覆盖工商管理涉及的方方面面，并通过将相关的理论知识与案例结合起来，让学生在学习理论的同时也能运用于具体案例中。通过该书本系统的学习，学生能全面深入掌握该学科的相关知识。
Basic Concepts in Business
Business and Business Regulations ......2
I. Function, Environment, and Social Responsibility of Business ........2
II. Business Forms .........6
III. Business Law ............... 11
IV. Case Study 1: Texan Chicken ........17
V. Case Study 2: Game Over......19
VI. Additional Reading: Business Ethics ........22
Market and Marketing
Market Theory ............ 30
I. Market and Its Nature ................30
II. Market Share and Market Concentration .....32
III. Case Study 1: Caferoma ........34
IV. Case Study 2: Kristal Water .........37
V. Additional Reading: Marketing .........39
Market Research and Planning ............. 51
I. Market Research ..........51
II. Customer Research ......58
III. Competitor Research and Analysis: From Data to Insight.....63
IV. Case Study 1: KGV Europe ...........66
V. Case Study 2: The Voice of Business .....69
VI. Additional Reading: Marketing Planning ..........71
Unit 4 Marketing Mix (I): Product............ 78
I. Product .......78
II. Product Planning .......80
III. Introducing a New Product to Market ......83
IV. Case Study 1: Fabtek.........89
V. Case Study 2: Angel Investments.............92
VI. Additional Reading: Extending a Product with Service ...........94
Unit 5 Marketing Mix (II): Price ......... 100
I. Product Pricing ...100
II. Pro.ting from Prices..........103
III. Pricing Methods ...... 110
IV. Case Study 1: Minerva A. G. ..........113
V. Case Study 2: ILA Leatherwear Competition ..............116
VI. Additional Reading: Running a Price Campaign .......... 118
Unit 6 Marketing Mix (III): Place .... 124
I. De.nition of Channels of Distribution ..........124
II. Wholesalers ..........125
III. Retailers .........127
IV. Case Study 1: Ashbury Guitars ..............129
V. Case Study 2: Lifetime Holidays.........131
VI. Additional Reading: Logistics .......132
Unit 7 Marketing Mix (IV): Promotion ......... 141
I. Product Adoption Curve and Promoting Strategy ............142
II. Methods of Promotion ..........143
III. Advertising Operation ........145
IV. Case Study 1: Getting to Know You.........153
V. Case Study 2: Focus Advertising...........156
VI. Additional Reading: Getting Close to Customers ............158
Unit 8 International Business ........ 164
I. Globalization of Enterprise ..........164
II. International Marketing in the New Century ...............170
III. Globalization and Business Strategy ...........175
IV. Case Study 1: Zumo—Creating a Global Brand ........180
V. Case Study 2: Marcia Lee Jeans ..........182
VI. Additional Reading: Managing Skills of International Business ......185
Unit 9 Communicating with Customers ........... 190
I. Communicating Customer Service ...........190
II. Handling Customer Inquiries ......193
III. Handling Complaints ...........199
IV. Case Study 1: Hermes Communications ..................................................................203
V. Case Study 2: Camden Football Club ...............206
VI. Additional Reading: Managing Customers .............208
Part 3
Accounting and Financing
Unit 10 Accounting and Financial Analysis .216
I. De.nition of Accounting .........216
II. Financial Statements ....................216
III. Ratio Analysis of Financial Statements .........224
IV. Case Study 1: Financial Statement Preparation .......244
V. Case Study 2: Financial Statement Analysis ...........245
VI. Additional Reading: Managing by Open Book ..............247
Unit 11 Financing ............. 252
I. What Is Financial Management? ...........253
II. Organization of Financial Management Function .......255
III. Financing of Operations ....................256
IV. Case Study 1: Valentino Chocolates ...........263
V. Case Study 2: Vision Film Company .........266
VI. Additional Reading: Managing 21st Century Finances ..........269
Part 4
Management
Unit 12 Management ....... 276
I. What Is Management?................276
II. Levels and Functions of Management ............277
III. Management Skills .................279
IV. Case Study 1: The Way We Do Things ...........281
V. Case Study 2: Creating a Sense of Identity ...............283
VI. Additional Reading: Business Management in the 21st Century .............................286
Unit 13 Planning and Decision-making.............. 299
I. Planning and Planning Process ..............299
II. Decision-making and Decision-making Process .............301
III. Case Study 1: The Team-building Seminar ..............307
IV. Case Study 2: A Risky Business ...........309
V. Additional Reading: Creativity and Decision-making .........311
Unit 14 Organizing and Delegation .......... 317
I. Organizing Company .........317
II. Effective Delegation ..........325
III. Case Study 1: Faredeal Travel Agency ..............329
IV. Case Study 2: The New Boss ...........333
V. Additional Reading: The Critical Factors That Build or Break Teams ......................336
Unit 15 Motivation and Leadership ......... 342
I. Motivation Theories ...........342
II. Leadership Theories ..........347
III. Case Study 1: Slim Gyms ...........352
IV. Case Study 2: Zenova ............356
V. Additional Reading: Succeeding as a New Manager ....................359
Unit 16 Controlling ........................ 364
I. Controlling Process ......................364
II. Statistical Process Control (SPC) .......368
III. Case Study 1: Acquiring Metro ...............372
IV. Case Study 2: ATry at Innovation ................375
V. Additional Reading: Keeping Control in Nonhierarchical Organizations .................378
References .......384
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