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INTRODUCTION TO MANAGEMENT The Changing Paradigm of Management Foundations of Management Understanding PLANNING THE ENVIRONMENT OF MANAGEMENT Organizational Goal Setting and Planning Strategy Formulation and Implementation Managerial Decision Making ORGANIZING The Environment and Corporate Culture Managing in a Global Environment Managerial Ethics and Corporate Social Responsibility The Environment of Entrepreneurship and Small-Business Management LEADING CONTROLLING Fundamentals of organizing Using Structural Design to Achieve Strategic Change and Development Human Resource Management Managing Diverse Employees Leadership in Organizations Motivation in Organizations Communicating in Organizations Teamwork in Organizations Quality Control and Productivity Management Control Systems Information Systems and Technology Operations and Service Managem THE NEW ORGANIZATION The Learning Organization Insights into Individual Behavior Management Science Aids for Planning and Decision Making

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An Introduction to Consumer Behavior Consumer Vignette What Is Consumer Behavior? Why Study Consumer Behavior? Consumner Behavior as a Foundation of Marketing Management; Consumner Behavior and Marketing Research; Other Reasons for Studving Consumer Behavior What Do Consumer Researchers Study? Economics and Consumer Behavior; The Psychology of Consumption; Social Psvchologv; The Sociology of Consumption; Anthropologv; Denmography A Brief History of Consumer Behavior The Predisciplinary Phase; The Developmental Phase-1960-1974; The Cognitive Era-1975-1981; The Current Status of Cosumer A Consumer Behavior Model Field Theory; Three Consumer Behavior Perspectives; A Cautionary Consumer Buying: The Decision-Making Process Consumer Vignette The Decision-Making Perspective Consumer Invovement; Components of the Decision Process The Experiential Perspective The Behavioral Influence Perspective Managerial Implications Strategies in Extended and Routine Decision-Making Situations; Strategies for Experiential Purchases; Strategies for Behavioral Influence Purchases Consumer Motivation Consumer Vignette What Is Motivation?; Some General Theories of Motivation Midrange Theories of Motivation Opponent-Process Theory; Maintaining Optimum Stimulation Levels; The Motivation for Hedonic Experiences; The Motivation to Maintain Behavioral Freedom; The Motivation to Avoid Risk; The Motivation to Attribute Causality Managerial Implications Personality and Psychographic Influences Consumer Vignette Personality and Consumer Behavior Psychoanalytic Theory; Trait Theory; Social and Cognitive Psychological Personality Theories; The Self Concept in Consumer Research; A Scale to Measure the SelfConcept and Product Image Lifestyles and Psychographics Consumer Lifestyles; Psychographics Managerial Implications Segmenting the Marketplace; Developing the Marketing Mix; Product Positioning and Media Strategy Information Processing Consumer Vignette Memory Processes Sensory Memory; Short-Term Memory; Long-Term Memory; Memory-Control Processes Reception Processes Sensation; Attention Perceptual Processes Perceptual Organization; Comprehension Managerial Implications Advertising Implications; Product Strategy; Pricng Consumer Learning Processes Consumer Vignette Cognitive Learning Processes Early Cognitive TheoristsThe Gestalt Psychologists; The Associationists; Additional Issues in Cognitive Learning Theory; Observational Learning Operant Conditioning Principles Reinforcement; Discriminitive Stimnuli; Stimulus Discrimination and Generalization; Shaping Consurmer Responses; Operant Conditioning and Marketing Classical Conditioning Requiremnents for Efective Conditioning Learning Consumer Habits A Definition of Consumer Habits; Brand Loyalty Managerial Implications Cognitive Learning; Operant Conditioning; Classical Conditioning; Brand Loyalty Consumer Beliefs, Attitudes, and Behaviors Consumer Vignette The Concepts of Beliefs, Attitudes, and Behaviors Defining Beliefs and Attitudes; Consumer Attitudes; Behaviors and Intentions to Behave How Beliefs, Attitudes and Behaviors Are Formed The Direct Influence of Beliefs, Attitudes, and Behaviors; Hierarchies of Beliefs, Attitudes, and Behaviors Understanding How Consumers Make Choices Multiattribute Choice Models; Heuristic Models of Consumer Choice; Which Choice Models Do Consurmers Actually Use? Managerial Implications Benefit Segmentation; Competitive Analysis; Developing the Marketing Mix; Marketing Opportunity Analysis; Measuring Attitudes Communicating the Persuasive Message Consumer Vignette A Model of the Persuasion Process Three Psychological Approaches to Persuasion Persuasion and the Attitude-Toward-the-Object Model; Persuasion and Balance Theory; Social Judgment Theory and Persuasion Marketing Communications Message Characteristics; The Effects of the Medium and Context of the Message Managerial Implications Postpurchase Processes Consumer Vignette The Development of Postpurchase Attitudes The Formation of Brand Expectations; Factors Influencing the Perception of Actual Performance; The Creation of Satisfaction/Dissatisfaction Consumer Complaint Behavior Factors Influencing Complaint Behavior; Corporate Reactions to Consumer Complaining Product Disposition The Effects of Reactance and Dissonance Predecisional Reactance; Postpurchase Cognitive Dissonance Managerial Implications Situational Influences Consumer Vignette Situation-Person-Product Interactions The Physical Surroundings Effects of Store Location; Store Layout; Atmospherics Social Surroundings The Task Definition Occasion-Based Marketing Opportunities; Gift Giving Time as a Situational Variable Individuals and Time; Time as a Product; Time as a Situational Variable Antécédent States Physiological States; Temporary Mood States Developing Situational Inventories Managerial Implications Personal Influence and Word-of-Mouth Communications Consumer Vignette Why Does Personal Influence Occur? Transmission of Personal Influence Models of Personal Influence; Opinion Leadership Source Characteristics Source Credibility: The Physical Attractiveness of the Source; Likability of the Source Ingratiation Tactics; The Foot-in-the-Door Technique; The Door-in- the-Face Technique; Even-a-Penny-Will-Help Technique Managerial Implications Implications of Information Transmission; Implications of the Study of Source Influence; Implications of Compliance Techniques Summary Group Processes Consumer Vignette Introduction Types of Groups; Groups Are More Than the Sum of Their Parts How Groups Influence Consumption Normative, Value-Expressive, and Informational Influence; Roles; Conformity Pressures Three Types of Group Phenomena Group Shifts; Social Facilitation; Social Traps and Fences Diffusion Processes The Diffusion of Innovations; The Diffusion of Rumors; Consumer Crowd Behavior Managerial Implications The Family and Households Consumer Vignette Introduction The Demographics of Households The Family Life Cycle A Modernized Family Life Cycle; Family Life Cycle Versus Age; An International Family Life Cycle; A Challenge to the Family Life Cycle Family Role Structure Instrumental and Expressive Roles; Internal and External Roles; Purchase Roles Family Decision Making Family Decision Stages; The Role of Children in Family Decision Making; Power and Conflict Resolution in the Family Childhood Consumer Socialization A Model of Consumer Socialization Managerial Implications Female Subculture; Targeting the Male Subculture Managerial Religious, Black, Hispanic, and Geographic Subcultures Consumer Vignette Introduction Religious Subcultures The Fundamentalist Christian Subculture; The Jewish Subculture The Black Subculture Characteristics of the Black Subculture; Do You Market Directly to Blacks?; Black Consumption Patterns The Hispanic Subculture Hispanic Segmentation; Hispanic Buying Patterns; Problems in Marketing to Hispanics; Marketing Successes Regional Subcultures Problems in Defining Regions; Gentrification Managerial Implications Income Differences Among the Subcultures; Size of the Subcultures; Specialized Need; Remember Growth Consumer Vignette Introduction What Are the Social Classes?; Problems in Using Social Class in Marketing Social Class and Buying Behavior Shopping Patterns; Home Decoration; Leisure Activities Social Class and Income Psychological Differences Among the Classes The Demographics of Social Class Occupational and Educational Demographics; The Demographics Managerial Implications Market Segmentation; Developing the Marketing Mix; Developing Marketing Opportunities Cultural and Cross-Cultural Influences Consumer Vignette Cultural Values in the United States Consumer Research on Cultural Values Cultural Rituals Cultural Symbols Cross-Cultural Consumer Analysis Cross-Cultural Problem Areas; Cross-Cultural Marketing Strategy Managerial Implications The Economics of Consumption How Economists View the Consumer The Law of Demand; Factors Influencing Demand; Opportunity Cost; Decreasing Marginal Utility; Price Elasticity The Field of Behavioral Economics A Behavioral Economics Model The Economic Cycle and Consumer Behavior Consumer Spending and Saving Consumer Saving Patterns; Consumer Spending Decisions On What Do Consumers Spend? Managerial Implications The Role of Behavioral Economics; The Economic Cycle and Managerial Actions; Economics and Estimating Total Market Potential Public Policy Issues in Consumer Behavior Consumer Vignette Introduction Consumerism Historical Background; Development of Major Government Agencies; Future Directions Major Public Policy Issues Deceptive Advertising; Children's Advertising; Environmental Protection; The Elderly Negligent Consumer Behavior Getting People to Buckle Up; To Puff or Not to Puff Drinking and Driving; Product Misuse Contemporary Issues in Consumer Behavior Consumer Well-Being and the Good Life; Corporate Social Responsibility Managerial Implications Children's Advertising; Energy Conservation; Enhancing Consumer Well-Being Consumer Behavior and the Marketing Manager Consumer Vignette Introduction Consumer Behavior and Environmental Analysis The Natural Environment and Consumer Behavior; The Technological Environment and Consumer Behavior; The Reciprocity of Consumer and Environment Product Positioning Perceptual Maps; Product Differentiation; Repositioning The Segmentation of the Marketplace Bases for Segmenting Consumer Markets; Bases for Segmenting Industrial Markets Marketing-Mix Development New Product Development; Promotional Strategy Implications, Pricing and Distribution Applications Consumer Versus Industrial Purchase Behavior The Buying of Goods and Services: Is There a Difference? Some Concluding Comments The Consumer Environment; The Study of the Individual Consumer; The Managerial and Public Policy Implications; The Leadership Role of the Consumer Researcher Organization and Company Index

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Business Communication Foundations The Nature of Business Communication/The Communication Process.Removing Comnunication Barriers COMMUNICATION FUNDAMENTALS : Principles of Business Communication Chosing Words Developing Sentences/Forming Paragraphs/Composing Developing Business Messages.Planning and Composing Business messages/Determining Vocabulary. Level/Assuring Unbiased Language. Communication Technology and Techniques.The Document Creation Cycle/Communication Technology/Routine and Repetitive Messages/Preparing Routine Messages. interjections.PartsofSpeech.Verbs/Nouns/Pronouns/Adjectives/Adverbs/Prepositions/Conjunctions. Structures BUSINESS ENGLISH Sentence Structure .Parts of Sentences/Subject and Verb Agreement/Pronoun and Antecedent.Agreement/Parallelism/Purposes of Sentences/Varieties of Sentence Punctuation.Terminal Punctuation/Internal Punctuation/ Punctuation Review Style . Numbers/Capitalization/Word Division/Abbreviations CORRESPONDENCE APPLICATIONS Letters(Memos/Stationery.<Formats of Letters and Memos .Good News Messages Use the Direct Plan for Good News/ How to Use the Dirvct Plan Implementing the Direct Plan/Request Approvals/Claimns/ Adjustment Letters/Unsolicited Good News Messages. Bad News Messages.Bad News/Advantages of lndirect Plan/How to Use the Indirect Plan.Use the Indirect Plan for Bad News/ls the Direct Plan Ever Appopiate. Proposals. Implementing the lndirect Plan/Request Refusals/Adjustment Retusa. Credit Retusals/Unsolicited Bad News Messages.Use the Indirect Plan for Persuasive Messages/How to Use the lndire.Plan/Implementing the Indireet Plan/Persuasive Requests/ Recommendations/Special Claims/Sales/Collection Messages.Goodwill Messages Use of Goodwill Messages/Style in Goodwill Messages. Persuasive Messages The Business Study. The Study/Planning the Study/Gathering Information/Analyzing Information/Determining Solutions/Writing the Report/Developing WRITTEN REPORT APPLICATIONS Report Preparation .Advantages of Correct Report Formatting/Types of Written Reports/ Mechanics of Written Reports/Formal Reports/lnformal Reports. Graphic Aids Graphic Aids Usage/Graphic Aids Development/Selection of Appropale Graphic Aids/Possible Deception in Graphic Representation ORAL COMMUNICATION APPLICATIONS Communicating Orally in Business/Improving Your Voice Qualities/Using Improving Your Oral Communication .Your Voice Effectively/Strengthening Your Presence Group Oral Communication. The Dynamics of Interpersonal Oral Communication/One-to-One Oral.Communication/One -to-Small Group Oral Communication/ /One-to-lLarge Communicating Orally Listening and Nonverbal Messages . Listening/Nonverbal Communication. International Business Communication . Extent of International Business/The Challenges of International Business.Communication/Communicating Successfully in the International Business. Environment/Sources of Information on International Business. Communication Employment Communication Obtaining Employment Opportunities/Analyzing Your Qualifications/ Preparing Your Resume/Writing Application Letters/Interviewing for a Job/ Other Employment Communication.

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COMMUNICATION FUNDAMENTALS :Business communication fondations.Principes of business communication. Business communication fondations.Principes of business communication. Developing business messages.Communication technology and techniques. BUSINESS ENGLISH Parts of speech. Sentence Structure.Punctuation , Style. CORRESPONDANCE APPLICATIONS :Formats of letters and memos, Good News Messages.Bad News Messages. Persuasive Messages. Goodwill Messages. WRITTEN REPORT APPLICATIONS :The business Study. Report preparation. Graphic Aids. ORAL COMMUNICATION APPLICATIONS : Improving Your oral communication. Communicating orally. SPECIAL COMMUNICATION APPLICATIONS : Listening and Nonverbal. International Business Communication. Employment CommunicationDeveloping business messages. Communication technology and techniques.BUSINESS ENGLISH. Parts of speech Sentence Structure. Punctuation.Style. CORRESPONDANCE APPLICATIONS : Formats of letters and memos, Good News Messages,Bad News Messages, Persuasive Messages, Goodwill Messages WRITTEN REPORT APPLICATIONS :The business Study, Report preparation, Graphic .ORAL COMMUNICATION APPLICATIONS :Improving Your oral communication, Communicating orally: SPECIAL COMMUNICATION APPLICATIONS : Listening and Nonverbal, International Business Communication. Employment Communication

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COMMUNICATION SYSTEMS : Svstems and Communication Internal Communication, External Communication, Personal Communication WRITTEN COMMUNICATIONS,WRITTEN COMMUNICATION TECHNIQUES Plan Your Writing, Implementing the Plan, Principles of Effective Writing, Techniques for Effective Writing, Readability Checks, CHARACTERISTICS OF BUSINESS LETTERS :Purposes of Letters,Functions of a First Paragraph, Functions of Middle Paragraphs, Functions of a Last Paragraph WRITING DUSINESS LETTERS : Planning Your Letters. Selecting Formats, Using Shortcuts, Evaluating Letters WRITING POSITIVE LETTERS : Purposes of Positive Letters, Use the Direct Plan of Writing WRITING PERSUASIVE LETTERS :Purposes of Persuasive Letters. Use the Direct Plan of Writing. WRITING ROUTINE LETTERS : Purposes of Routine Letters. Use the Direct Writing Plan WRITING NEGATIVE LETTERS : Purposes of Negative Letters, Use the Indirect Writing Plan COMMUNICATING WITH MEMOS :Function of Memos, Movement of Memos, Composition of Memos, Format of Memos,PREPARING INFORMAL REPORTS Report Definition, Uses of Informal Reports, The Development Process, Parts of the Informal Report, The Writing Process, PREPARING FORMAL REPORTS, The Development Process Uses of Formal Reports, The Writing Process, ORAL COMMUNICATIONS :VERBAL AND NONVERBAL COMMUNICATION :Verbal Communication,Business Applications of Verbal Communication, Types of Nonverbal Communication, Functions of Nonverbal Communication, GRAPHIC AND VISUAL AIDS, The Purposes of Graphic and Visual Aids Guidelines, Types of Graphic and Visual Aids, MAKING PRESENTATIONS :Purposes of Presentations, Preparing for Presentations, Planning Presentations, Delivering Presentations Evaluating Presentations. LISTENING TECHNIQUES :'reparing To Listen ? Listening Improving Listening Skills, Listening Skills for One-On-One Conversations. Active Listening DICTATION TECHNIQUES :Dictation Forms, Overcoming Machine Phobia,Predictation Activities. Dictation Activities. Postdíctation Activities ELECTRONIC COMMUNICATIONS .ELECTRONIC WRITTEN COMMUNICATIONS Electronic Written Communications. Information Carriers for Electronic Mail Integrated Information Systems. Guidelines for Composing Messages for Electronic Communications. ELECTRONIC ORAL COMMUNICATIONS. Voice Communication Employs Technology. Voice Processing Systems May Eliminate Keyboarding Guidelines for Preparing Electronic Oral Communications. Telephone Techniques EMPLOYMENT COMMUNICATIONS ,APPLICATIONS AND RESUMES Completing Applications, Developing Resumes,EMPLOYMENT LETTERS General Guidelines, Application Letters, Request for a Reference Letter. Follow-up Letters. Letters of Resignation. Request for a Leave of Absence INTERVIEWS :Types of Interviews, Preparing for the Interview, During the Interview After the Interview ELEMENTS OF GRAMMAR :Parts of Speech, Punctuation, Capitalization,Abbreviations,Numbers.Word Division.Sentence Structure.Paragraph Construction

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COMMUNICATION SYSTEMS : Svstems and Communication Internal Communication, External Communication, Personal Communication WRITTEN COMMUNICATIONS,WRITTEN COMMUNICATION TECHNIQUES Plan Your Writing, Implementing the Plan, Principles of Effective Writing, Techniques for Effective Writing, Readability Checks, CHARACTERISTICS OF BUSINESS LETTERS :Purposes of Letters,Functions of a First Paragraph, Functions of Middle Paragraphs, Functions of a Last Paragraph WRITING DUSINESS LETTERS : Planning Your Letters. Selecting Formats, Using Shortcuts, Evaluating Letters WRITING POSITIVE LETTERS : Purposes of Positive Letters, Use the Direct Plan of Writing WRITING PERSUASIVE LETTERS :Purposes of Persuasive Letters. Use the Direct Plan of Writing. WRITING ROUTINE LETTERS : Purposes of Routine Letters. Use the Direct Writing Plan WRITING NEGATIVE LETTERS : Purposes of Negative Letters, Use the Indirect Writing Plan COMMUNICATING WITH MEMOS :Function of Memos, Movement of Memos, Composition of Memos, Format of Memos,PREPARING INFORMAL REPORTS Report Definition, Uses of Informal Reports, The Development Process, Parts of the Informal Report, The Writing Process, PREPARING FORMAL REPORTS, The Development Process Uses of Formal Reports, The Writing Process, ORAL COMMUNICATIONS :VERBAL AND NONVERBAL COMMUNICATION :Verbal Communication,Business Applications of Verbal Communication, Types of Nonverbal Communication, Functions of Nonverbal Communication, GRAPHIC AND VISUAL AIDS, The Purposes of Graphic and Visual Aids Guidelines, Types of Graphic and Visual Aids, MAKING PRESENTATIONS :Purposes of Presentations, Preparing for Presentations, Planning Presentations, Delivering Presentations Evaluating Presentations. LISTENING TECHNIQUES :'reparing To Listen ? Listening Improving Listening Skills, Listening Skills for One-On-One Conversations. Active Listening DICTATION TECHNIQUES :Dictation Forms, Overcoming Machine Phobia,Predictation Activities. Dictation Activities. Postdíctation Activities ELECTRONIC COMMUNICATIONS .ELECTRONIC WRITTEN COMMUNICATIONS Electronic Written Communications. Information Carriers for Electronic Mail Integrated Information Systems. Guidelines for Composing Messages for Electronic Communications. ELECTRONIC ORAL COMMUNICATIONS. Voice Communication Employs Technology. Voice Processing Systems May Eliminate Keyboarding Guidelines for Preparing Electronic Oral Communications. Telephone Techniques EMPLOYMENT COMMUNICATIONS ,APPLICATIONS AND RESUMES Completing Applications, Developing Resumes,EMPLOYMENT LETTERS General Guidelines, Application Letters, Request for a Reference Letter. Follow-up Letters. Letters of Resignation. Request for a Leave of Absence INTERVIEWS :Types of Interviews, Preparing for the Interview, During the Interview After the Interview ELEMENTS OF GRAMMAR :Parts of Speech, Punctuation, Capitalization,Abbreviations,Numbers.Word Division.Sentence Structure.Paragraph Construction

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COMMUNICATION SYSTEMS : Svstems and Communication Internal Communication, External Communication, Personal Communication WRITTEN COMMUNICATIONS,WRITTEN COMMUNICATION TECHNIQUES Plan Your Writing, Implementing the Plan, Principles of Effective Writing, Techniques for Effective Writing, Readability Checks, CHARACTERISTICS OF BUSINESS LETTERS :Purposes of Letters,Functions of a First Paragraph, Functions of Middle Paragraphs, Functions of a Last Paragraph WRITING DUSINESS LETTERS : Planning Your Letters. Selecting Formats, Using Shortcuts, Evaluating Letters WRITING POSITIVE LETTERS : Purposes of Positive Letters, Use the Direct Plan of Writing WRITING PERSUASIVE LETTERS :Purposes of Persuasive Letters. Use the Direct Plan of Writing. WRITING ROUTINE LETTERS : Purposes of Routine Letters. Use the Direct Writing Plan WRITING NEGATIVE LETTERS : Purposes of Negative Letters, Use the Indirect Writing Plan COMMUNICATING WITH MEMOS :Function of Memos, Movement of Memos, Composition of Memos, Format of Memos,PREPARING INFORMAL REPORTS Report Definition, Uses of Informal Reports, The Development Process, Parts of the Informal Report, The Writing Process, PREPARING FORMAL REPORTS, The Development Process Uses of Formal Reports, The Writing Process, ORAL COMMUNICATIONS :VERBAL AND NONVERBAL COMMUNICATION :Verbal Communication,Business Applications of Verbal Communication, Types of Nonverbal Communication, Functions of Nonverbal Communication, GRAPHIC AND VISUAL AIDS, The Purposes of Graphic and Visual Aids Guidelines, Types of Graphic and Visual Aids, MAKING PRESENTATIONS :Purposes of Presentations, Preparing for Presentations, Planning Presentations, Delivering Presentations Evaluating Presentations. LISTENING TECHNIQUES :'reparing To Listen ? Listening Improving Listening Skills, Listening Skills for One-On-One Conversations. Active Listening DICTATION TECHNIQUES :Dictation Forms, Overcoming Machine Phobia,Predictation Activities. Dictation Activities. Postdíctation Activities ELECTRONIC COMMUNICATIONS .ELECTRONIC WRITTEN COMMUNICATIONS Electronic Written Communications. Information Carriers for Electronic Mail Integrated Information Systems. Guidelines for Composing Messages for Electronic Communications. ELECTRONIC ORAL COMMUNICATIONS. Voice Communication Employs Technology. Voice Processing Systems May Eliminate Keyboarding Guidelines for Preparing Electronic Oral Communications. Telephone Techniques EMPLOYMENT COMMUNICATIONS ,APPLICATIONS AND RESUMES Completing Applications, Developing Resumes,EMPLOYMENT LETTERS General Guidelines, Application Letters, Request for a Reference Letter. Follow-up Letters. Letters of Resignation. Request for a Leave of Absence INTERVIEWS :Types of Interviews, Preparing for the Interview, During the Interview After the Interview ELEMENTS OF GRAMMAR :Parts of Speech, Punctuation, Capitalization,Abbreviations,Numbers.Word Division.Sentence Structure.Paragraph Construction

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COMMUNICATION SYSTEMS : Svstems and Communication Internal Communication, External Communication, Personal Communication WRITTEN COMMUNICATIONS,WRITTEN COMMUNICATION TECHNIQUES Plan Your Writing, Implementing the Plan, Principles of Effective Writing, Techniques for Effective Writing, Readability Checks, CHARACTERISTICS OF BUSINESS LETTERS :Purposes of Letters,Functions of a First Paragraph, Functions of Middle Paragraphs, Functions of a Last Paragraph WRITING DUSINESS LETTERS : Planning Your Letters. Selecting Formats, Using Shortcuts, Evaluating Letters WRITING POSITIVE LETTERS : Purposes of Positive Letters, Use the Direct Plan of Writing WRITING PERSUASIVE LETTERS :Purposes of Persuasive Letters. Use the Direct Plan of Writing. WRITING ROUTINE LETTERS : Purposes of Routine Letters. Use the Direct Writing Plan WRITING NEGATIVE LETTERS : Purposes of Negative Letters, Use the Indirect Writing Plan COMMUNICATING WITH MEMOS :Function of Memos, Movement of Memos, Composition of Memos, Format of Memos,PREPARING INFORMAL REPORTS Report Definition, Uses of Informal Reports, The Development Process, Parts of the Informal Report, The Writing Process, PREPARING FORMAL REPORTS, The Development Process Uses of Formal Reports, The Writing Process, ORAL COMMUNICATIONS :VERBAL AND NONVERBAL COMMUNICATION :Verbal Communication,Business Applications of Verbal Communication, Types of Nonverbal Communication, Functions of Nonverbal Communication, GRAPHIC AND VISUAL AIDS, The Purposes of Graphic and Visual Aids Guidelines, Types of Graphic and Visual Aids, MAKING PRESENTATIONS :Purposes of Presentations, Preparing for Presentations, Planning Presentations, Delivering Presentations Evaluating Presentations. LISTENING TECHNIQUES :'reparing To Listen ? Listening Improving Listening Skills, Listening Skills for One-On-One Conversations. Active Listening DICTATION TECHNIQUES :Dictation Forms, Overcoming Machine Phobia,Predictation Activities. Dictation Activities. Postdíctation Activities ELECTRONIC COMMUNICATIONS .ELECTRONIC WRITTEN COMMUNICATIONS Electronic Written Communications. Information Carriers for Electronic Mail Integrated Information Systems. Guidelines for Composing Messages for Electronic Communications. ELECTRONIC ORAL COMMUNICATIONS. Voice Communication Employs Technology. Voice Processing Systems May Eliminate Keyboarding Guidelines for Preparing Electronic Oral Communications. Telephone Techniques EMPLOYMENT COMMUNICATIONS ,APPLICATIONS AND RESUMES Completing Applications, Developing Resumes,EMPLOYMENT LETTERS General Guidelines, Application Letters, Request for a Reference Letter. Follow-up Letters. Letters of Resignation. Request for a Leave of Absence INTERVIEWS :Types of Interviews, Preparing for the Interview, During the Interview After the Interview ELEMENTS OF GRAMMAR :Parts of Speech, Punctuation, Capitalization,Abbreviations,Numbers.Word Division.Sentence Structure.Paragraph Construction

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COMMUNICATION SYSTEMS : Svstems and Communication Internal Communication, External Communication, Personal Communication WRITTEN COMMUNICATIONS,WRITTEN COMMUNICATION TECHNIQUES Plan Your Writing, Implementing the Plan, Principles of Effective Writing, Techniques for Effective Writing, Readability Checks, CHARACTERISTICS OF BUSINESS LETTERS :Purposes of Letters,Functions of a First Paragraph, Functions of Middle Paragraphs, Functions of a Last Paragraph WRITING DUSINESS LETTERS : Planning Your Letters. Selecting Formats, Using Shortcuts, Evaluating Letters WRITING POSITIVE LETTERS : Purposes of Positive Letters, Use the Direct Plan of Writing WRITING PERSUASIVE LETTERS :Purposes of Persuasive Letters. Use the Direct Plan of Writing. WRITING ROUTINE LETTERS : Purposes of Routine Letters. Use the Direct Writing Plan WRITING NEGATIVE LETTERS : Purposes of Negative Letters, Use the Indirect Writing Plan COMMUNICATING WITH MEMOS :Function of Memos, Movement of Memos, Composition of Memos, Format of Memos,PREPARING INFORMAL REPORTS Report Definition, Uses of Informal Reports, The Development Process, Parts of the Informal Report, The Writing Process, PREPARING FORMAL REPORTS, The Development Process Uses of Formal Reports, The Writing Process, ORAL COMMUNICATIONS :VERBAL AND NONVERBAL COMMUNICATION :Verbal Communication,Business Applications of Verbal Communication, Types of Nonverbal Communication, Functions of Nonverbal Communication, GRAPHIC AND VISUAL AIDS, The Purposes of Graphic and Visual Aids Guidelines, Types of Graphic and Visual Aids, MAKING PRESENTATIONS :Purposes of Presentations, Preparing for Presentations, Planning Presentations, Delivering Presentations Evaluating Presentations. LISTENING TECHNIQUES :'reparing To Listen ? Listening Improving Listening Skills, Listening Skills for One-On-One Conversations. Active Listening DICTATION TECHNIQUES :Dictation Forms, Overcoming Machine Phobia,Predictation Activities. Dictation Activities. Postdíctation Activities ELECTRONIC COMMUNICATIONS .ELECTRONIC WRITTEN COMMUNICATIONS Electronic Written Communications. Information Carriers for Electronic Mail Integrated Information Systems. Guidelines for Composing Messages for Electronic Communications. ELECTRONIC ORAL COMMUNICATIONS. Voice Communication Employs Technology. Voice Processing Systems May Eliminate Keyboarding Guidelines for Preparing Electronic Oral Communications. Telephone Techniques EMPLOYMENT COMMUNICATIONS ,APPLICATIONS AND RESUMES Completing Applications, Developing Resumes,EMPLOYMENT LETTERS General Guidelines, Application Letters, Request for a Reference Letter. Follow-up Letters. Letters of Resignation. Request for a Leave of Absence INTERVIEWS :Types of Interviews, Preparing for the Interview, During the Interview After the Interview ELEMENTS OF GRAMMAR :Parts of Speech, Punctuation, Capitalization,Abbreviations,Numbers.Word Division.Sentence Structure.Paragraph Construction

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MENU DAVELOPEMENT Phase Menu's Role Resteaurant Objectives The Marketing Plan Summary THE PHYSICAL MENU Menu Comunication Classification of menu Menu types Menu policy Menu Disign The menu cover Menu Copy Menu production Further Thought on Menu Strategy Summary MARKETING STRATEGIES Internal Marketing Coupons and couping Signaature Items and specialities Current Food Trends Product Life Cycle ECONOMIC STRATEGIES Profit-and-Loss or Income Statement Economic principles Summary PRICING SUPPORT SYSTEMS The food-cost breakdown Attainable Food Cost The Standarddized Recipe Salad Bar Pricing Price and Portion MENU PRICING STRATEGIES Theory of Pricing Seven Menu-Pricing Methods Pricing Decision Odd cents Pricing Catering Pricing Summary GUIDELINES FOR SUCCESS Fifty Typs for a Successful Menu Menu Self-Evaluation SAMPLE MENUS AND COMMENTS ACCURARCY IN MENUS The Restauratnt Operator's Obligation Accurate Menu-Writing Guidelines APPENDIXES GLOSSARY BIBLIOGRAPHY INDEX

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Microeconomics: Its Scope and Relevance. Scope.Understanding Behavior/ Making Better Decisions Economic Models and Scientific Discovery Outline of the Book Review of the Supply and Demand Model / Polvgyny and the Welfare of Women Evaluating Economic Models/ Positive versus Normative Economics Consumer Preferences CONSUMER BEHAVIOR : PREFERENCES, BUDGETS, AND UTILITY MAXIMIZATION Consumer's Budget Constraint. Changes in Income or Prices Nature of Consuner Preferences / Indifference Curves / Slope of Indifference Curve / Convexity of Indifference Curve/ The Indifference Map / Characteristics of Indifference Curves: Summary. Income-Leisure Choices Red Cross Packages in the POW Camps Saving and Consumption Utility Maximization.Concave Indifference Curves / Cardinal and Ordinal Utility Cash versus In-Kind Gifts : The Case of Food Stamps. Market Demand The Budget Line/ Uility Maximization / Implications / Dissaving amnong the Retired INDIVIDUAL AND MARKET DEMAND The Con sumer's Response to Income Changes. Income Elasticity of Demand / Empirical Estimates of Income Elasticities The Consumer's Response to Price Changes. Price Indices and Real Income Income and Substitution Effects / Net Effect on Food / Net Effect on Clothing / The Consumer 's Demand Curve.Laspevres Price IndeN/ Paasche Price Index / Price Indlices in Practice / Measurin. Real Income / Estimnates of Income and Stubstitution Effects Price Elasticities (Own) Price Elasticity / Empirical Estimates of Price Elasticities / Price Elasticity.Total Revenue/ Cross ElasticỦy Cross Elasticity of Demand and Antitrus! Policy.Changes in Information.Extensions: Household Production.Econonics and Children ESTIMATION OF MARKET DEMAND The Statistical Nature of Empirical Demand Functions.Model Selection and the Gathering of Data. Model Selection / Data Sources / An Example: Estimating the Demand for Gasoline. Bivariate Regressions: Their Meaning and Interpretation Multivariate Regressions. The Gasoline Demand Example The Identification Problem PRODUCTION AND COST The Production Function The Regression Line / Closeness of Fit / Confidence Intervals for Coefficients / The Gasoline Demand Example A Graphic Simplification. Short-Run Production THEORY OF PRODUCTION Long-Run Production.Input Substitution. Least Cost Input Combination Isoquants / Properties of Isoquants. Returns to Scale. Total Product Curve / Average and Marginal Product / Marginal and Average.Relationships Least Cost Combination of Inputs. Expansion Path of Firm. Linearly Homogeneous Production Functions / Estimates of Cobb-Douglas.Production Functions / Expansion Path Changes in Input Prices.Wage Rates and the Use of Tractors Hiring and Overtime Decisions. Optimal Input Combinations / Overtime THEORY OF COST.The Nature of Cost. Ordinary Inputs / Owner 's Time / Inputs Held in Inventory / LIFO, FIFO, and Opportunity Costs / Capital / Present Values / Rental Markets for Capital / A Problen in Valuing International Assets Short-Run Cost Curves. Long-Run Cost Curves. Short-Run Total Cost Curves / Short-Run Average and Marginal Cost Curves / Input.Prices and Cost Curves Long-Run Average Cost / Marginal Cost / A Special Case : Linear Homogeneity / Productivity and Cost in the Service Sector Relationship between Long-Run and Short-Run Cost Curves Make-or-Buy Decisions Optimal Inventories PRODUCTION AND COST : EXTENSIONS AND APPLICATIONS Location Decisions Technological Change and Learning by Doing Changing Costs / Learning by Doing Inventory Costs / Order Costs / Cost Minimization/ Change in Inventory Cost / Change in Fixed Ordering Cost / Change in Sales / Retail Inven tories and the Real Interest Rate Invariant Production Costs / Varying Production Costs / International and Interproduct Differences in Plant Size THEORY OF FIRM AND MARKET STRUCTURE THEORY OF THE FIRM Definition of a Firm .Why Firms Exist. Thansaction Costs / Group Production Profit.Comparison of Economie Profit and Accounting Profit.Goals of the Firm Input Usage.For-Profit Firns / How Owens-Illinois Gave up Market Share to Increase Profit /Non-Profit Firns Capital Budgeting. Coping with Shirking and Malfeasance Monitoring and Punishment / Employee Theft in Banking / Incentive Systems / The Structure of Ownership The Effects of Monitoring Costs on Cost Curves and Net Present Value Rule / Timing of Projects / Refinancing the Mortgage Profit Maximization THE COMPETITIVE FIRM AND INDUSTRY The Meaning of Competition Homogeneous Products / Large Number of Buyers and Sellers / Perfect Information (Knowledge) / A bsence of Serious Barriers to Entry and Exit Short-Run Profit Maximization by the Firm Short-Run Firm Supply Curve Derivation of the Firm 's Supply Curve Shut-Down Decisions Short-Run Industry Supply Long-Run Profit Maximization by the Firm Competitive Industry Equilibrium Industry Supply.: Constant Input Prices / Variation among Farmers in Forecasting Skills / Industry Supply Curve under Varying Input Prices Entry and Exit Decisions Survival of Firms Constant Input Prices with ldentical Firms / Constant Input Prices with Differences in Firms / Varying Input Prices with ldentical Firms / Housing Construction and the Lumber Market / Freezes and Orange Prices COMPETITION: EXTENSIONS AND APPLICATIONS Entry / Exit / Entry and Exit in Retail Gasoline Survival in the Health Insurance Industry The Survival of Products Producr Chanacteristics Frontier / New Products and Produet Survival / Designinga New Produet Governmental Actions Joint Production of Licensing Fees/ Tariffs / Import Quotas / Price Controls/Gasoline Price Controls and Lines in 1974 Concept of Monopoly MONOPOLY: FIRM AND INDUSTRY Sources of Monopoly Monopoly in Baseball Price Discrimination Patents, Copyrights, and Trademarks / Control of an Essen tial Raw Material / An Unusual Source of Natural Monopoly / Governmental Controls on Entry Monopoly Monopoly Supply Demand and Marginal Revenue Profit Maximization: Short Run Monopoly Profits are not Necessarily Positive Profit Maximization: Long Run Peak Load Pricing The Multiplant Monopolist Electric Utilities as Cost Minimizers Peak Load Pricing at the Beach Profit Maximization / Price Discrimination and Demand Elasticity / A Numerical Example / Conditions for Successful Price Discrimination Transfer Pricing Profits Tax / Output Tax MONOPOLY: EXTENSIONS AND APPLICATIONS Influence of Taxation Vertical Integration / Optimal Transfer Prices / Divisional Profit Maximization / A Numerical Example Partial Vertical Integration / Infuence of Competitive External Markets Output Decisions under Learning by Doing Patents, Copyrights, and Trademarks New Products / The Hazards of/ Purchasing Exclusive Production Rights/ N Processes OLIGOPOLY IMPERFECT COMPETITION Noncollusive Models of Oligopoly Cartels The Cournot Duopoly Model / The Stackelberg Duopoly Model / The Chambert: Duopoly Model / Summary / Tucit Collusion and the Antitrust Laws Competitive Solution / Cartel Solution. Oligopoly and Game Theory Prisoner 's Dilemma / Oligopoly and the Prisoner 's Dilemma A Positive Theory of Collusion.Profit Maximization. Dominant Firm Model Benefits / Costs / Summary / The World Diamond Cartel MONOPOLISTIC COMPETITION Short-Run Equilibrium Optimal Price and Output INPUT MARKETS Long-Run Equilibrium. Pricing in the Cigarette Industry Nature of Monopolistic Competition .Demand for Inputs Discrimination Input Market Equilibrium COMPETITIVE INPUT MARKETS Fixed Input Proportions / Variable Input Proportions / The Firm 's Marginal Revenue Product Rules. Compensating Wage Differentials Market Demand / Market Supply / Market Equilibrium / Shifting Supply under the Baby Boom Geographic Wage Differentials / Geographic Variations in Teachers' Salaries/ Job Safety / Hours of Work. Investiment in Skitls. Genere/ SAills Firm Specife Skills Productivity ln the Nauy IMPERFECT INPUT MARKETS Effects of a Minimum Wage. Occupational Licensure.Labor Unions Worker Dissatisfaction / Formation of Unions / Strike Frequency and Duration / The Use of Strikebreakers as a Bargaining Tool / Efforts to Reduce Substitution a way from Labor /Wage Inequality Thefirm’s Response / Winners and Losers / The Effect of the First Minimum Wage on the Seamless Hosiery Industry Monopsony Optimal Inpur Usage / Prevalence of Monopsony / The Reserve Clause and Monopsony in Major League Baseball UNCERTAINTY AND INFORMATION UNCERTAINTY AND RISK PREFERENCES Some Elements of Probability. Attitudes Toward Risk Expected Utility Theory. Construction of a Utility Function Port folio Theory. Objective Probability / Probability Distributions / Expected Value / Subjective Probability Profit Maximization and Uncertainty .Random Profit Risk Preferences / Evidence on Risk Preferences / Insurance and Risk Aversion / A Numerical Example.Comparison of Investment Options .The Trade-off between Risk and Return Difference in Risk / Difference in Expected Wealth BUSINESS DECISIONS UNDER UNCERTAINTY Optimal Customer Queuing .Cost Minimization / Implications / Waiting at the Dentist 's office. Optimal Bidding Behavior A Linear Example / Proposal Preparation and other Fixed CostIS / Bilding and the Srate High way Department. Random Dcmand and Optimal Output Risk Neutrality/ Risk Aversion / Shutdown Decisions / Shortages in the Automobile Market.Spot Markets and Long-Term Contracts Summary. The Value of Forecasting THE ECONOMICS OF INFORMATION Value of Perfect Information. The Market for Lemons. Job Search Asymmetric Information in Contract Law Advertising and Price Dispersion.Advertising as Information Benefits of Search / Cost of Search / The HWorker 's Optimum / Wage Dispersion / Wage Controls and Advertising.Efficiency Conditions Optimal Advertising and Price / Optimal Advertising / Optimal Price / Price Dispersion / Restrictions on Advertising Prices New Products / Advertising and Alternative Sources of Infornation / False Advertising GENERAL EQUILIBRIUM AND SOCIAL WELFARE Social Welfare Function GENERAL EQUILIBRIUM AND ECONOMIC WELFARE Partial versus General Equilibrium.Monopoly and Social Wel fare A Remark on Competition versus Monopoly Efficiency in Exchange / Efficiency in Production / Efficiency in Product Substitution / Utility Possibility Frontiers / Generalization of Efficiency Conditions Pareto Optimality and Perfect Competition Social Welfare Function / Social Welfare Maximization / Existence of the Social Welfare Function MARKET FAILURE Decreasing Costs Technological Conditions and Consequences / Social Efficiency / Regulatory Pricing Options Externalities Analytical Treatment / Pareto Efficiency / Graphical Analysis of Pareto Efficiency Achieving Pareto Efficiency. Mergers / Taxes and Subsidies / Bargaining / Summary The Coase Theorem. Public Goods. A Numerical Example / Significance of Transaction Costs / Divorce and the Coase. Theorem. Standards versus Taxes Efficient Means of A chieving an Arbitrary Standard / Drunk Driving. Taxes and Standards.Public Goods and Efficiency.Free Riders and Market Failure Resolving the Free-Rider Problen / Is Privatization the Answer.

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SUPERVISION: PAST, PRESENT, AND PUTURE The Job Called Supervision / 5 What a Supervisor Does / 11 The Changing Nature of the Nation and Its People / 17 SECTION TWO UNDERSTANDING HUMAN BEHAVIOR People as Individuals / 23 Informal Work Groups / 29 Motivation / 35 Leadership / 41 SECTION THREE THE IMPORTANCE OF COMMUNICATION The Communication Process / 47 Important Ideas about Communicating / 53 Communication Problems / 57 SECTION FOUR THE FUNCTIONS OF A SUPERVISOR Planning and Control / 65 Organization / 69 Decision Making / 75 Selection and Orientation of Employees / 81 Evaluating Employee Performance / 87 Direction, Discipline, and Reward Employee Health and Safety / 105 SECTION FIVE THE SUPERVISOR AND LABOR RELATIONS Labor Unions and the Supervisor / 111 BEING A BETTER SUPERVISOR Job Analysis / 123 Work Scheduling / 129 Improving Productivity / 135 Quality and the Supervisor Supervision in a High-Technology Managing Time / 153 Supervising Special Groups/,159

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PROCESSUS DE GESTION STRATÉGIQUE Gestion stratégique : définition, responsabilités et… Pourquoi c'est important 2 Qu'est-ce que la gestion stratégique ? Les composantes de la gestion stratégique ment. Les avantages de la gestion stratégique. Qui sont les stratèges ? Gestionnaires ? 14 Pourquoi la gestion stratégique est importante, 16 Définition de Termes I8 Lectures suggérées, Capsules d'astration Exemples de la manière dont les entreprises définissent leur activité Les objectifs de performance stratégique chez Standard Oil of Indiana Stratégie chez Beatice Companies : D'une laiterie locale à une entreprise diversifiée Géant corporatif, Les tâches essentielles de l'entrepreneuriat : définir l'entreprise, établir Objectifs stratégiques et élaboration de la stratégie. Établir des stratégies Élaboration de la stratégie : Les niveaux de stratégie. Les trois composantes entrepreneuriales de la définition de la stratégie, L'entreprise : le premier élément pour définir une orientation. Objectifs : Le deuxième élément de la définition de la direction. Le troisième élément dans la mise en scène. Déterminants primaires de la stratégie, 44 Opportunités de marché et industrie Essayez l'attractivité. Compétences organisationnelles, aptitudes et ressources. Menaces émergentes pour le bien-être et la performance de l'entreprise. Le Per- Valeurs, aspirations et vision des gestionnaires. Aspects sociaux, politiques et réglementaires. Considérations historiques, éthiques et économiques. Stratégie et culture organisationnelle ture. Gérer le processus de formation de la stratégie, 54 Bonnes pratiques entrepreneuriales L'intelligence artificielle est synonyme de bonne planification stratégique, 55 lectures suggérées, Avantage concurrentiel par la différenciation, tiate. Créer un avantage concurrentiel basé sur la différenciation. Valeur reçue et signaux de valeur. Maîtriser le coût de la différenciation Les pièges d'une stratégie concurrentielle fondée sur la différenciation Avantage. Créer un avantage concurrentiel grâce à la spécialisation, 143 Choos- Définir le segment sur lequel se concentrer. Créer un avantage concurrentiel basé sur la focalisation. tage. Maintenir une stratégie de focalisation. Pièges liés à la mise en œuvre d'une stratégie de focalisation. Stratégies offensives, 146 Attaques frontales sur les points forts des concurrents. Exploiter les faiblesses des concurrents. Attaque simultanée sur plusieurs fronts. Offensives de contournement. Offensives de guérilla. Stratégies préventives. Choisir Qui attaquer ? Utiliser des stratégies défensives pour protéger sa compétitivité Avantages, 152 Les types de tactiques défensives. Liste de contrôle analytique, 157 Capsules d'illustration Obtenir un avantage concurrentiel en matière de coûts : Iowa Beef Packers et Federal Express Stratégie concurrentielle chez IBM : La gamme de produits System/360, 154 Types génériques de stratégies d'entreprise, 15 Comment les organisations complexes se développent : Modèles généraux de stratégie d'entreprise Évolution, 160 Approches génériques de stratégie d'entreprise, 161 Le single- Stratégie d'entreprise. Stratégies d'intégration verticale. Di- Stratégies de versification. Stratégies de diversification non liées. Stratégies Pour la création de nouvelles entreprises. Abandon, cession et liquidation Capsule d'illustration Façons de différencier Valeur réelle, par 16. Stratégie d'entreprise chez Hammermill Paper Company, Techniques d'analyse de la diversification des entreprises Stratégies, 182 Techniques matricielles d'évaluation des portefeuilles diversifiés. Matrice de croissance et de partage des cellules BCG. La matrice GE à neuf cellules. Matrice cyclique. Évaluation de la stratégie d'entreprise : au-delà du portefeuille d'activités Détermination des besoins en ressources et en compétences. Comparaison L'attractivité des différentes unités commerciales. « Équilibre » global au sein de Vérification des écarts de performance, 198 Construction d'entreprise- Avantage concurrentiel de niveau dans les entreprises diversifiées, Gestion du processus d'élaboration de la stratégie d'entreprise, liste, 203 Lectures suggérées, Portefeuille. Capsules d'illustration Les Quatre- 18. Harry et David : À la recherche d'une adéquation stratégique Lignes directrices pour Contrôle analytique Profilage d'une unité commerciale : un cas concret – le soufre d'Allied Corporation Produits Entreprise Lectures suggérées, Stratégies. Redressement d'entreprise, réduction des effectifs et restructuration de portefeuille. Stratégies de fusion. Stratégies combinées. Adapter la stratégie à la situation de l'entreprise. tion. Liste de contrôle analytique, 180 Lectures suggérées, EN GESTION STRATEQC L'administrateur en tant que stratège en chef et muets irrités, ole Express Airtine%, Ine, (), Houston Marine Training Services, n° 359 Analyse stratégique dans les copropriétés à logement unique, ah4 Le magasin d'appartements, Centre équestre Cervantes, Corrwtions Corporation of America (A) et la compagnie du Grand Théâtre, Biodel, Ine. (A) La Southland Corporation Note sur l'industrie des ambulances La compagnie d'ambulances de Tulip City, Ine, La concurrence dans l'industrie brassicole américaine, L'industrie des services publics d'électricité en 1982, Iowa Resources, Inc. L'industrie américaine de la crème glacée, Nucor Corporation, 18. Dickenson Mines Limited, Analyse stratégique des entreprises diversifiées Mobil Corporation (A) révisé, Exxon Corporation, 1986, La Société Thermomètre d'Amérique : Division de Figgie International, Inc., Allied Corporation - Opérations sur l'acide sulfurique, Campbell Soup Company, La Compagnie des Chartes, Mise en œuvre et administration de la stratégie, Club Méditerranée (A), 831 L'unité des produits de spécialité de BMF International, The Lincoln Electric Company, 1985 Mary Kay Cosmetics, Inc., Wal-Mart Stores, Inc. McDonald/Fraser (A), Signetics Corporation : Mise en œuvre d'une démarche d'amélioration de la qualité Village Inn, Hôpital général Davis,

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contents foreward america's service economy working on welfare who cares for the elderly? blueprints for national service new deal for the family the rehnquist court western water dollar diplomacy euromissile negotiations industrial competitiveness index