Preface
Part 1 Basic Concepts in Business
Unit 1 Business and Business Regulations
I.Function， Environment， and SocialResponsibility of Business
II.Business Form
III． Business Law
IV． Case Study 1： Texan Chicken
V． Case Study 2： Game Over
VI． Additional Reading： Business Ethics
Part 2 Market and Marketing
Unit 2 Market Theory
I． Market and Its Nature
II． Market Share and Market Concentration
III． Case Study 1： Caferoma
IV． Case Study 2： Kristal Water
V． Additional Reading： Marketing
Unit 3 Market Research and Planning
I． Market Research
II． Customer Research
III． Competitor Research and Analysis： From Data toInsight
IV． Case Study 1： KGV Europe
V． Case Study 2： The Voice of Business
VI． Additional Reading： MarketingPlanning
Unit 4 Marketing Mix （I）： Product
I． Product
II． Product Planning
III． Introducing a New Product to Market
IV． Case Study 1： Fabtek
V． Case Study 2： Angel Investments
VI． Additional Reading： Extending aProduct with Service
Unit 5 Marketing Mix （II）： Price
I． Product Pricing
II． Profiting from Prices
III． Pricing Methods
IV． Case Study 1： Minerva A．G．
V． Case Study 2： ILA Leatherwear Competition
VI． Additional Reading： Running a Price Campaign
……
Part 3 Accounting and Financing
Part 4 Management
References
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