第一部 分商業(yè)巨子 1.a(chǎn)n unassuming billionaire:warren buffet 謙虛的億萬(wàn)富翁:沃倫·巴菲特 2.china’s self—made millionaires 走近中國(guó)億萬(wàn)富翁 3.hefner and his playboy empire 赫夫諾及其“花花公子”帝國(guó) 4.giorgion armani’s bussiness bible 時(shí)裝設(shè)計(jì)大師阿瑪尼的生意經(jīng) 5.jerry yang,the legend of yahoo! 楊致遠(yuǎn)——雅虎傳奇 6.a(chǎn)lan greenspan,the man with most credit for continuing united states economic growth 艾倫·格林斯潘——最能為美國(guó)經(jīng)濟(jì)持續(xù)增長(zhǎng)添彩的人 7.dell,boy made good 戴爾自幼走上成功之路 8.coca—cola’s ceo douglas ivester 可口可樂總裁——道格拉斯·伊萬(wàn)斯特 9.george soros the financial crocodile 金融大鱷——喬治·索羅斯 10.michael eisner—ce0 of disney 迪斯尼公司總裁——邁克爾·艾斯納 11.ted turner——the founder of cnn cnn的創(chuàng)立者——特德·特納 12.the ce0 of avon:andrea jung 雅芳ce0——鐘彬嫻的故事。 13.jack welch:the former ce0 of general electric 通用公司前總裁杰克·韋爾奇和他的經(jīng)營(yíng)之道 14.richard branson 理查德·布蘭森 15.sam walton—edison in retail world 薩姆·沃爾頓一一零售界的愛迪生 第二部分 品牌聚焦 1.a(chǎn) knack of wai-mart’s success 沃爾瑪發(fā)跡訣竅 2.what keeps u.s.brands aloft? 美國(guó)品牌成功的秘訣 3.leading role of internet-google 網(wǎng)絡(luò)業(yè)的龍頭:google 4.lessons from the supermarket 借鑒超級(jí)市場(chǎng)的經(jīng)驗(yàn) 5.g[obal ambition 小薯片,大市場(chǎng) 6.starbucks--sharing success 咖啡帝國(guó)的成功之道——共享成功 7.converting the masses starbucks in china 星巴克在中國(guó) 8.out standing cultural diversity programs 多元文化連著你和我 9.culture important in advertising 做廣告要了解文化背景 10.harley—davidsion:an american icon 美國(guó)標(biāo)識(shí)——哈雷·戴維森 11.when a big mac is no longer enough 麥當(dāng)勞風(fēng)采不再 12.not in finland anymore?more like nokialand 諾基亞——芬蘭經(jīng)濟(jì)的支柱 13.what is your secret code,nokia? 諾基亞,你成功的秘訣是什么? 14.downsizing in vogue 裁員成“風(fēng)尚” 15.ge successfu!jy foster successors ge成功培養(yǎng)繼任者 16.haler reaches higher 海爾追求更高目標(biāo) 17.matsushita bows to tradition 松下向傳統(tǒng)臣服 18.the really rich“real madrid” 富有的商業(yè)“皇馬” 19.the land of monopolies 壟斷的樂土 20.a(chǎn) shakeout looms for indian software shops 印度一些軟件公司可能被淘汰 21.what’s in a name? 品牌的含義 22.hsbc’s killer move 匯豐銀行的殺手锏 23.a(chǎn) victim of fashion 時(shí)尚的犧牲品 24.brands jockey for position in our hearts and minds 品牌巧妙搶占人心 25.volkswagen’s bet 大眾汽車公司的選擇 26.a(chǎn)mazon.com posts first-ever quarterly profit 亞馬遜網(wǎng)站首次實(shí)現(xiàn)季度盈利 27.big blue reinvents itself again 藍(lán)色巨人再造自我 28.original for 150 years:the legend of levi strauss 8l company 牛仔褲先驅(qū)levi’s的150年傳奇 第三部分 商業(yè)指南abc 1.what is marketing? 什么是營(yíng)銷? 2.marketing is changing,thanks to the internet 營(yíng)銷,因互聯(lián)網(wǎng)而改變 3.dotcom marketers keep the faith 網(wǎng)絡(luò)營(yíng)銷者保持信心 4.what are people in the market for? 人們?nèi)ナ袌?chǎng)的目的是什么? 5.ways to hang on to your customer 留住顧客的基本方法 6.rise of the knowledge manager 知識(shí)經(jīng)理人的興起 7.managerial caricatures 經(jīng)理人漫畫 8.10 things to watch out for when starting to invest 投資謹(jǐn)記10件事 9.understanding the jargon can be key to good investing 投資應(yīng)懂行話 10.beware of the bear market 小心股市縮水 11.health insurance 健康保險(xiǎn) 12.foreign exchange rates 外匯匯率 13.background to the euro 歐元的背景 14.bed and breakfast:the easiest home-based business in the united-states 床位+早餐:美國(guó)最易做的居家生意 15.is the dutch advantage unsettling europe? 荷蘭的優(yōu)勢(shì)讓歐洲感到不安嗎? 16.mba—n0t for female’s favour 不受女士青睞的mba 17.considering medicare 如何考慮醫(yī)療保險(xiǎn) 18.chinese wealth is the holy grail 誰(shuí)將擁有中國(guó)財(cái)富 19.set up your image in business 塑造職場(chǎng)形象 20.conquer worries at work 戰(zhàn)勝工作焦慮 21.e—commeree losses drive insurance 電子商務(wù)蒙損失,保險(xiǎn)業(yè)務(wù)受驅(qū)動(dòng) 22.efficient markets—no free lunch 有效市場(chǎng)——沒有免費(fèi)午餐 23.in dismal retall season。online shopping shines 在零售業(yè)不景氣的時(shí)節(jié),網(wǎng)上購(gòu)物卻大放光彩 24.internet sales change face of shopping 網(wǎng)絡(luò)銷售改變購(gòu)物面貌 25.cyberpromotion:communicating with customer online 網(wǎng)上促銷:與顧客親密接觸 26.growth in millionaires’club slows sharply 全球富翁財(cái)富增長(zhǎng)速度銳減 27.testing,testing--the new job search 考,考,考,招聘公司的法寶 28.marketing your ability:guides for the job seeker 自我推銷——求職者指南 29.time—management principles 時(shí)間管理原則 30.sound economy tied to healthy environment 健康經(jīng)濟(jì)有賴于良好環(huán)境 31.valuable assets threatened by shifting ground 知識(shí)產(chǎn)權(quán)保護(hù)面臨新課題 32.killing those pop—uds 消除突然跳出來(lái)的廣告 33.flexible response to business challenge 對(duì)商業(yè)挑戰(zhàn)的靈活反應(yīng) 34.have a good job after graduation 美國(guó)畢業(yè)生的擇業(yè)與就業(yè) 35.tulips effect 郁金香效應(yīng) 36.a(chǎn)n alert for china from argentina’s debt crisis 阿根廷債務(wù)危機(jī)對(duì)中國(guó)的警示 37.manners in different countries 不同國(guó)家的商務(wù)禮儀 38.a(chǎn) sizzling market for mba’s in the u.s. 工商管理碩士在美國(guó)市場(chǎng)走俏 39.managing for the slowdown 經(jīng)濟(jì)衰退的應(yīng)對(duì)之法 40.the american experts on tips of investing in bear market 美國(guó)專家的熊市投資建議 41.new rules of job—hunting 求職新規(guī)則 42.tricks of the trade the boost sales 提高銷售額的訣竅 43.i want more! 我要加薪! 44.a(chǎn)re you a bourgeois bohemian? 新新人類——波波族? 45.british undergraduate degree in business 英國(guó)大學(xué)里的商業(yè)學(xué)位