本教程理論結合實際，從企業與市場、財務金融、企業管理等多個角度選擇案例，編制情景，設計課內外語言活動，以幫助工商管理英語學習者充分利用語境，通過大量實訓，逐步提高工商管理中的英語口頭、筆頭交際能力和技巧。本教程內容可操作性強，有較高的實踐價值，理論上緊扣專業基礎知識，并做到語言簡潔、思路清晰；案例選擇上注重工商管理情景的真實性和趣味性；實訓操練上強調實用性、互動性和新穎性。
本教程分為四大模塊（模塊一：商務基本理念；模塊二：市場與營銷；模塊三：財務金融；模塊四：商務管理），共16個單元。每一單元都包含理論簡介、兩個實踐案例和補充閱讀三個部分。
本教程可作為高等院校學生專門用途英語教程，也可用作相關職業培訓專用教材。
工商管理：本書內容豐富，設計巧妙，話題覆蓋工商管理涉及的方方面面，并通過將相關的理論知識與案例結合起來，讓學生在學習理論的同時也能運用于具體案例中。通過該書本系統的學習，學生能全面深入掌握該學科的相關知識。
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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