Professional English in Use Management.pdf

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1、CambridgeUniversityPress978-0-521-17685-9–ProfessionalEnglishinUseManagementArthurMckeownandRosWrightFrontmatterMoreinformationProfessionalEnglishinUseManagementArthurMcKeownRosWright©inthiswebserviceCambridgeUniversityPresswww.cambridge.orgCambridgeUniversityPress978-0-521-17685-9–Professi

2、onalEnglishinUseManagementArthurMckeownandRosWrightCopyrightinformationMoreinformationCAMBRIDGEUNIVERSITYPRESSCambridge,NewYork,Melbourne,Madrid,CapeTown,Singapore,SãoPaulo,Delhi,Tokyo,MexicoCityCambridgeUniversityPressTheEdinburghBuilding,CambridgeCB28RU,UKwww.cambridge.orgInformationonthi

3、stitle:www.cambridge.org/9780521176859©CambridgeUniversityPress2011Thispublicationisincopyright.Subjecttostatutoryexceptionandtotheprovisionsofrelevantcollectivelicensingagreements,noreproductionofanypartmaytakeplacewithoutthewrittenpermissionofCambridgeUniversityPress.Firstpublished2011Pri

4、ntedintheUnitedKingdomattheUniversityPress,CambridgeAcataloguerecordforthispublicationisavailablefromtheBritishLibraryISBN978-0-521-17685-9CambridgeUniversityPresshasnoresponsibilityforthepersistenceoraccuracyofURLsforexternalorthird-partyinternetwebsitesreferredtointhispublication,anddoesn

5、otguaranteethatanycontentonsuchwebsitesis,orwillremain,accurateorappropriate.©inthiswebserviceCambridgeUniversityPresswww.cambridge.orgCambridgeUniversityPress978-0-521-17685-9–ProfessionalEnglishinUseManagementArthurMckeownandRosWrightTableofContentsMoreinformationContentsINTRODUCTION69New

6、productdevelopmentinpractice24ADiffusionofinnovationandcustomerMANAGEMENTINCONTEXTadoptionofnewproductsBTheMaclarenBabyBuggy1PerspectivesonCSomedisastersmanagement810Intellectualproperty26AWhatismanaging?BMintzbergAPatentsCManagementpracticeBSoftwarepiracyCCreativeCommons2Organizationstruct

7、ures10AOrganizationalstructuresMARKETINGBAnexampleofadivisionalstructure11Marketingprinciples283Somemanagementgurus12ANeedsandwantsAHenriFayol(1841–1925)BDevelopmentofmarketingtechniquesBFrederickWinslowTaylor(1856–1915)CPeterDrucker(1909–2005)12Marketin