English coursebook for management students

contents




unit 1




text: should water be worth more than diamonds?




exercises to the text




intensive reading: demand and supply




. extensive reading: adam smith and the birth of economic science




unit2




text: behavioral considerations in market analysis




exercises to the text




intensive reading: planning a marketing research prqject




extensive reading: producing for the consumer




unit3




text: motivational research




exercises to the text




intensive reading: gillette goes high tech




extensive reading: win over the customer




unit 4




text: the statistical testing of economic theories: an example




exercises to the text




intensive reading: analysis of the data




extensive reading: extending the analysis




unit 5




text: benefit-cost analysis




exercises to the text




intensive reading: limitations and problems




extensive reading: technological versus economic efficiency: an example




unit 6




text: importance of product innovation




exerrises to the text




intensive reading: development of new products




extensive reading: what is a "new" product?




unit 7




text: management of physical distribution




exerrises to the text




intensive reading: selection of channels of distribution for a new product




extensive reading: optimization and cost trade-offs




unit 8




text: applying management science




exercises to the text




intensive reading: limitations of management science models




extensive reading: ibm's approach to planning




unit 9




text: psychological influence on buyer behavior




exercises to the text




intensive reading: decision making process in buying




extensive reading: classification of consumer goods




unit 10




text: risks and its management




exercises to the text




intensive reading: risk measurement




extensive reading: control of risk




unit 11




text: advertising




exercises to the text




intensive reading: developing the media plan




extensive reading: the advertising media




unit 12




text: motivating workers in workplace 2000




exercises to the text




intensive reading: japanese approach to business




extensive reading: ouchi-theory z




unit 13




text: the world bank




exercises to the text




intensive reading: computerized banking




extensive reading: the british bank




unit 14




text: basic types of securities




exercises to the text




intensive reading: the securities markets in u. s.




extensive reading: listed stock prices




unit 15




text: structures for operating in foreign markets




exercises to the text




intensive reading: taking advantage of competitive advantages




extensive reading: cultural considerations in marketing




unit 16




text: multinationals




exercises to the text




intensive reading: india versus coca cola and ibm




extensive reading: pricing in intemational markets




unit 17




text: how to utilize a technology advantage




exercises to the text




intensive reading: technology and man




extensive reading: ibm in mexico




unitl 18




text: management uses of computers




exercises to the text




intensive reading: business data processing




extensive reading: elecotromc mail




unit 19




text: what is marketing?




exercises to the text




intensive reading: the difference between marketing and selling




extensive reading: who are our customers?




unit 20




text: the general agreement on tarrifs and trade




exercises to the text




intensive reading: how well is gatt doing?




extensive reading: gatt's uruguay round---old macdonald in the way




seleeted reading from management classics




achieving world-class performance in quality, services, and innovation




the new rules for competition




guidelines for ceos, managers and entrepreneurs




the winner's choice




clock building, not time telling




vocabulary