商务英语系列教材为普通高等教育“十五”**级规划教材,是为适应中国加入世界贸易组织以后对复合型商务人才的需求而编写的,《工商导论》是其中的一本。
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。全书共分18章,每章后面配有案例分析、翻译讨论、模拟运营等练习,书后附有参考答案。通过学习本教材,学生可以对市场经济及现代工商企业的运作有一个总体印象,并熟悉同企业环境、经营管理、金融财务、法律保险等方面有关的英语词汇和用语,为下一步学习更微观、更具体的课程打下基础。
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?
……