Understanding Business (第10版)

　　1.Completely Updated: This text has been completely updated to reflect the latest business practices and other developments affecting business, i.e. European debt crisis and its affect on the U.S. economy, Web 2.0 and Web 3.0, cloud computing, Patient Protection and Affordable Care Act (PPACA), growing economic importance of China.

　　2.Thoroughly updated examples throughout the text with the most current information available about the large number of companies of all sizes and industries (e.g., service, manufacturing, nonprofit, and profit) in the United States and around the world included in this text.

　　3.NEW: Using Social Media in Business boxes ask students to consider the impact social media on the way they communicate and the way companies conduct business as a result.

　　4.NEW or updated theme boxes: The critical themes of the revision remain tried and true to our past editions: ecommerce, small business and entrepreneurship, global business, technology and change, customer focus, ethics and social responsibility, teams and teamwork, quality, cultural diversity, The authors continue to feature boxes titled 'Spotlight on Small Business,' Making Ethical Decisions,' 'Legal Briefcase,' 'Dealing with Change,' and 'Reaching Beyond our Borders' with the most current information available throughout the chapters.

　　5.NEW: All new 'Getting to Know Business Professionals' chapter opening profiles engage students in the story about a person whose career illustrates an important point covered in the chapter. Not all of the individuals are famous since many of them work in small businesses and nonprofit organizations. These profiles provide a transition between chapters and a good introduction to the text material.

　　6.NEW: All new 'Name that Company' features open each chapter. These brief boxes ask questions to pique students' interest about a company and encourage them to read the chapter as they scavenger hunt to determine the company name.

作者簡介

William G. Nickels

　　現職：University of Maryland

James M. McHugh

　　現職：St. Louis Community College at Forest Park

Susan M. McHugh

　　現職：Applied Learning Systems

PART I: BUSINESS TRENDS: CULTIVATING A BUSINESS IN DIVERSE, GLOBAL ENVIRONMENTS
Ch 1 Taking Risks and Making Profits within the Dynamic Business Environment
Ch 2 Understanding Economics and How It Affects Business
Ch 3 Doing Business in Global Markets
Ch 4 Demanding Ethical and Socially Responsible Behavior

PART II: BUSINESS OWNERSHIP: STARTING A SMALL BUSINESS
Ch 5 How to Form a Business
Ch 6 Entrepreneurship and Starting a Small Business

PART III: BUSINESS MANAGEMENT: EMPOWERING EMPLOYEES TO SATISFY CUSTOMERS
Ch 7 Management and Leadership
Ch 8 Structuring Organizations for Today's Challenges
Ch 9 Production and Operations Management

PART IV: MANAGEMENT OF HUMAN RESOURCES: MOTIVATING EMPLOYEES TO PRODUCE QUALITY GOODS AND SERVICES
Ch10 Motivating Employees
Ch11 Human Resource Management: Finding and Keeping the Best Employees
Ch12 Dealing with Union and Employee-Management Issues

PART V: MARKETING: DEVELOPING AND IMPLEMENTING CUSTOMER-ORIENTED MARKETING PLANS
Ch13 Marketing: Helping Buyers Buy
Ch14 Developing and Pricing Goods and Services
Ch15 Distributing Products
Ch16 Using Effective Promotions

PART VI: MANAGING FINANCIAL RESOURCES
Ch17 Understanding Accounting and Financial Information
Ch18 Financial Management
Ch19 Using Securities Markets for Financing and Investing Opportunities
Ch20 Money, Financial Institutions, and the Federal Reserve

BONUS CHAPTERS
A Working Within the Legal Environment
B Using Technology to Manage Information
C Managing Risk
D Managing Personal Finances