本书作为商务英语专业的一门概论型基础课程教材，全面、系统、概要地介绍了国际经贸理论和知识。本书主要供普通高等教育商务英语专业学生，以及国际贸易、国际经济、国际工商管理等外向型专业的学生使用，同时也可供从事国际商贸工作的人员参考使用。

Chapter 1 Setting Up a Business

 Sole Proprietorship

 Partnership

 Corporation

 A Special Form: Franchising

Chapter 2 Marketing: an Overview

 The Origin of Marketing

 The Functions of Marketing

 The Marketing Mix

 Market Segmentation

Chapter3 Products and Pricing

 Types of Products

 Product Life Cycle

 Pricing

Chapter4 Channels6fDistHbution

 Common Channels of Distribution

 The Cost and Value of Middlemen

 Physical Distribution

 Modes of Transportation

Chapter 5 Promotion

 Advertising

 Do It Yourself or Use an Advertising Agency

 Personal Selling

 Sales Promotion

 Public Relations and Publicity

 Word of Mouth

Chapter6 Moneyand Banking

 What Is Money?

 What Does Money Do?

 Types of Money

 The Financial System

 Savings and Loan Associations

 Money Supply and the Federal Reserve System

Chapter 7 Financing

 Short-term Financing

 Long-term Sources of Funds

 Debt or Equity Financing

 Features of Bonds

 Features of Stock

Chapter 8 Accounting

 Balance Sheet

 Income Statement

Chapter9 The Securities Market

 Primary and Secondary Markets

 Buying and Selling Stocks

 Bulls and Bears

 The Bond Market

 Who Buy Securities?

Chapter 10 Risk Management and Insurance

 Approaches to Managing Business Risks

 Insurance and Its Principles

 Insurable Risks

 Insurance for Business

 Fidelity and Surety Bonds

Chapter 11 Business Law

 Types of Law

 Contract Law

 Tort Law

 Property Law

 Warranty

 Negotiable Instruments

 Agency Law

 Business Bankruptcy

Chapter 13 International Business

 Why Trade with Other Countries?

 Other Ways to Go Global

 Special Issues in International Business

Chapter 13 Managing Business Enterprises

 Management Functions

 Management Levels and Skills

 Sources of Managers

 The Building Blocks of Organizational Structure

 Organizational Decision Making

 Organizational Structures

 Informal Organization

 The Strategic Management Process

Chapter 14 Human ResourcesManacjement

 Planning for Human Resources

 Staffing

 Training and Developing Employees

 Demoting and Terminating Employees

 Compensating Employees

Chapter 15 Motivation and Leadership !

 The Classical Theory

 The Hawthorne Studies

 Maslow's Hierarchy of Human Needs

 Herzberg's Two-factor Theory

 McGregor's Theory X and Theory

 Ouchi's Theory Z

 Strategies for Motivating Employees

 Leadership

Chapter 16 Managing Information

 Information vs. Data

 How Computers Work?

 Application Programs

 The Management Information System (MIS)

Chapter 17 The Environment and Responsibilities

 Factors of Production

 Types of Economic System

 Economic Goals and How to Measure Their Attainment

 The Roles of Government

 The Market and Competition

 The Importance of Profits

 The Responsibility of Business

Chapter 18 Careers in Business

 Self-evaluation

 Career Opportunities in Business

 Successful Job Hunting

 Key to Exercises of Cloze and Scrambled Sentences

 Key to Translation

 References