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Jingdong book

商业的奥秘:是什么、做什么、怎么做?

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商业入门经典读物
与热播的CCTV大型纪录片及其图书《公司的力量》《华尔街》同类题材,一本洞悉商业原理的普及性经典读物美国版权引进。
鸟瞰全景、历史视角、通俗易懂、引人入胜,帮你了解商业的全貌、洞悉商业的真谛、成为商界的精英

Content Description

《商业的奥秘:是什么、做什么、怎么做?》是一本来自美国、专业热销的、关于商业原理的普及性经典读物,通过一系列的经典商业案例和图表,为读者了解商业活动提供了广泛而深入解说。从丝绸之路萌芽的国际贸易到小摊小贩再到现代公司经营,作者剖析了现代商业的变迁、商业惯例的演化以及今天它们在各种类型(合资公司,合伙公司,私人控股公司,非营利组织)与不同规模公司中的实际应用;同时本书还解释了公司功能和职能部门——从营销到财务,行政部门到人力资源管理部门的实际运行。

Author Description

Sasha Galbraith,美国著名咨询顾问、研究员、演讲家和职业经理人。杰伊R.加布尔雷斯管理顾问有限公司的合伙人,主管市场营销、信息技术、合同谈判、人力资源和会计审核,并从事合资企业管理和商界女性研究。她在国际管理发展学院担任兼职研究员,为高级行政人员开展讲座、研讨会,并在卡尔斯滕顾问中心和富国银行担任管理职务。

Comments

加布尔雷斯,一名为企业管理人员进行培训的著名管理咨询专家,她以一种轻松的写作方式,为对工商管理有兴趣的读者提供了一本涵盖商业原理的普及性经典读物。非常值得推荐!
——《选择》 杂志


这本书为大众读者介绍了商业的基本原理和企业战略方面内容,涵盖领导力、财务和会计、市场营销、销售、信息系统管理、人力资源、供应链、研发以及其他相关职能,是一本很好的商业入门指南。
——《图书新闻参考与研究》


本书以一种通俗易懂、引人入胜的写作风格,对那些很想了解商业领域,但没有或只有很少商业知识的年轻读者很有吸引力。加尔布雷斯用一种鸟瞰全景的视角,将庞杂的商业知识成功地浓缩成集可读性和指导性于一体的著作,这本身就值得钦佩。此外,她对各种不同学科的涉猎更是令人印象深刻。
——《商业与金融》 杂志

Catalogue

前言
1 导言
商业是什么
商业的历史
小结
2 企业基础知识
企业类型
基本经济原理
基本的组织类型
矩阵式组织
小结
3 公司战略
什么是公司战略
战略级别
制定战略的不同方法
多元化战略
战略制定流程
一位首席战略官的一天
一位战略管理顾问的一天
公司战略的工作
网络资源
小结
4 领导
什么是领导?
法约尔与泰勒:管理原理
领导与权力:使用与滥用
团队指挥官:领导者做什么?
领导风格:如何成为一名领导者?
实例
董事会
一些首席运营官的一天
一位CEO的一天
小结
5 财务与会计
财务是什么?
财务为何重要?
利率的概念
什么是会计?
财务报表
会计与财务的结合点
投资人:股东和债券持有人
债权人
一位CFO的一天
网络资源
小结
6 营销
营销是什么?
营销的重要性
战略营销计划
识别客户
营销方法
客户关系管理
品牌与品牌建立
广告
一位营销经理的一天
网络资源
小结
7 销售
销售是什么?
销售职能的重要性
分销渠道
谁是客户?
奖励机制
一位销售经理的一天
网络资源
小结
8 管理信息系统
什么事管理信息系统?
MIS/IT 为什么重要?
MIS的人
信息处理
系统设计
安全性
一位MIS经理的一天
网络资源
小结
9 人力资源
什么是人力资源?
人力资源为什么重要?
战略性与事务性HR
招聘流程
评估流程
人才管理与人员发展
激励
组织发展
一位HR经理的一天
网络资源
小结
10 供应链
什么是供应链?
供应链为什么重要?
采购
运营
外包
为什么要外包?
物流与配送
射频识别
一位供应链经历的一天
网络资源
小结
11 研究与发展
什么是研究与发展?
研究与发展为什么重要?
历代研发
寻宝
我们造了他们就会买吗?
一位研发经理的一天
网络资源
小结
12 其他辅助职能
法律
传播
投资者关系
公共事务
卫生、安全与环境
质量
客户维护
一位企业事务部主管的一天
小结
附录:工作/职业培训及资源储备
术语集

Book Abstract

“疯狂的匈牙利人”安迪·格罗夫——偏执狂CEO
安迪·格罗夫曾是英特尔的传奇人物,他在CEO的位置上坐了11年。在此期间,英特尔每年以30%的速度在发展。格罗夫是一个匈牙利犹太人,是纳粹主义和共产主义的幸存者。他在1957年来到美国,当时身无分文。他顺利完成大学学业,最终在加州大学伯克利分校获得博士学位。格罗夫的个人经历让他明白失败始终只是一种选择,能够以极快的速度到来。他的管理观念是变化不可避免,领导者必须欣然接受变化,并指导员工以可以接受的速度改变。格罗夫的偏执让他认为,一个人掉下悬崖才会看到峭壁。于是,他鼓励那些“有益的预言家们”来挑战他以及他对公司政策与方向上的观点。这种态度让安迪·格罗夫能够摆脱自己的偏见,成为一名公正的战略家来观察商业世界。后来发生了这样一件事,因特尔的利润从1984年近乎2亿美元在接下来的一年里暴跌至不到200万美元。他和因特尔的共同创立人戈登·摩尔(Gordon Moore)决定消除公司的明星生产线以及不好的记忆,打算建立一个微处理器的新业务,他们象征性地解雇并重新雇用自己。1990年当格罗夫用“内置因特尔”(Intel Inside)这句口号成功打响了奔腾处理器的品牌,他再次为公司创造了辉煌。这简直可以说是一场革命:一个由一帮电脑玩家组成的工程公司转变成一个运转顺畅的营销机器,发展成为世界上第五大知名品牌。
现在,安迪·格罗夫的身份是因特尔和蔼可亲的“高级顾问”,积极鼓励新CEO保罗·欧特里尼(Paul Otellini)(也是加州伯克利分校毕业生)能够带动微处理器领域的下一场革命。因特尔现在不再生产奔腾处理器,公司新战略是设计一种几乎能够植入任何东西而不仅仅只是个人电脑的微晶片。
“中子”杰克·韦尔奇——美国最强硬(也最受人钦佩)的老板
在杰克·韦尔奇执掌通用的20年里,公司一直在变化。1981年他担任CEO时,通用公司就已是收入270亿美元的大企业(拥有404,000名员工)。通用当时已经发展出一套与之相对应的官僚制度。韦尔奇下达了道闻名遐迩的命令,通用的所有业务必须成为所在行业的头号或二号竞争对手,否则就修复、关闭或卖掉。在缩减编制和提高效率的过程中,韦尔奇削减了四分之一的职位,而到1985年,公司利润翻一番。这为他应得“中子杰克”的绰号,就像炸弹可以让房子里的人都蒸发一样。通过要求所有员工都应秉承诚实、信任与开放的态度,杰克·韦尔奇同样改变了公司员工的心态。韦尔奇亲自与业务经理和高层执行官召开战略会议,避免了繁杂的战略制定会议以及成堆的文件和没完没了的演讲介绍。(对了,他们全都是男人……韦尔奇执掌之下的通用在提拔女性或少数民族人才方面做得不算好。)这些会议都是在解决问题,都是在分析自己和竞争对手。韦尔奇还提出著名的“出去工作”方法,就是企业的员工与自己的老板在一个市政厅集合,开会讨论如何砍掉不必要的工作和流程。老板们必须现场根据员工建议制定决策。
……

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