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Jingdong book

商务沟通案例

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Books Management Business Practices

Jingdong book

商务沟通案例

Name: 商务沟通案例
Brand: Jingdong book
SKU: 3102015861
Price: 24.93 USD
Availability: OutOfStock

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Editer Recommend

1、每个案例都有相应的幻灯片作为教辅支持，由作者完成的这些幻灯资料对于课堂讨论极为有用。
2、近50%的案例都有相关的教学笔记，便于教师备课。
3、近20%的案例有“B类案例”作为辅助，有助于读者进行深入的研究并丰富课堂讨论的内容。

Content Description

《商务沟通案例》共分八个部分：品牌形象与认同、多样性与企业文化、互联网与电子技术、环境保护问题、危机处理、金融服务、社会关系、跨国公司的国际合作与冲突等。具体涉及到朗讯科持、通用汽车公司、因特尔、壳牌石油、美国电气公司、联合航空公司和福特汽车等近36家著名公司，通过多角度、广范围的案例选取为相关指导者和学习者提供了丰富的素材与支持。
教学案例有助于学生分析、组织和批判思考能力的提高以及沟通技巧的培养。在案例研究中，了解如何进行适当的分析是案例教学成功的第一步，奥罗克在《商务沟通案例》前言部分提到的“如何分析一个案例”可以使学生的案例分析更为容易，进而通过素材的精心选取将商务沟通的方法指导应用于现实生活，显示了其对人们日常生活和商业运作的重要影响。

Catalogue

前言(1)
案例教学分析(1)

第1部分品牌形象与认同
案例1 拜耳公司：盐酸苯丙醇胺(PPA)的召回(11)
案例2 美国朗讯科技公司：维持绩优股品牌特征的分拆方案(20)
案例3 埃森哲：安达信咨询公司的更名(24)
案例4 w旅馆：专为精明的商务旅行者设计的舒适、时尚的知性旅馆(29)
案例5 通用汽车和百年老车奥兹莫比尔的衰亡(37)
案例6 美国连锁零售商西尔斯·罗巴克与全色彩贝纳通(51)

第2部分多样性与企业文化
案例7 丹尼餐馆：营造多元化的企业文化(59)
案例8 美国德士古公司遭种族歧视诉讼(65)
案例9 鹿野药品供应公司(69)

第3部分因特网和电子技术
案例10 全球最大的网络广告公司——双击公司(75)
案例11 美国音乐交互网站纳普斯特：知识产权保护与免费音乐(81)
案例12 音乐天地CD网站和互联网安全问题(96)
案例13 英特尔公司：第三代奔腾处理器芯片(101)
案例14 宏达理财优惠投资服务：这是多么容易啊！ (105)

第4部分环境保护
案例15 英国壳牌石油公司及北海布伦特石油平台(111)
案例16 三菱公司(117)
案例17 美国电气公司：恰当处理一次环境危机(121)

第5部分危机管理
案例18 普利司通／凡士通公司和福特汽车公司：危机管理和产品召回(131)
案例19 麦当劳和欧洲疯牛病(142)
案例20 太平洋天然气电力公司：解除对加利福尼亚州的能源管制(150)
案例21 瓦伦喷气航空公司——佛罗里达州埃维格莱德大空难(156)
案例22 西北航空公司和1999年的大风雪(162)
案例23 航星公司(Navistar Corporation)和枪击案(169)
案例24 莎莉·李公司(Sara Lee)和1998年李氏杆菌病恐慌(173)
案例25 克利斯蒂拍卖行和苏富比拍卖行：艺术品世界的价格丑闻(178)
案例26 联合航空公司：2000年夏季的客户服务(182)
案例27 美国德法保险集团(188)

第6部分金融服务业
案例28 长期资本基金(LTC)管理(195)
案例29 Quality餐饮公司与Bruegger’s百吉饼公司(201)
案例30 纽约银行之洗钱丑闻——发生于华尔街的丑行(205)

第7部分社区关系
案例31 芝加哥运输当局(CTA)(213)
案例32 艾恩通用公司与悍马工厂的扩张(217)

第8部分跨国经营问题
案例33 戴姆勒一奔驰公司(Daimler．Benz Corporation)与梅赛德斯(Mercedes)A—Class型车(223)
案例34 哥伦比亚英国石油公司(BP)(228)
案例35 施乐公司Xerox Corporation)跨国财务运作(233)
案例36 可口可乐及其欧洲污染危机(237)

Book Abstract

根据读者学习方式的不同，可以将案例分为三种基本类型：现场案例、图书馆案例(有时指的是公共记载案例)和课堂案例。
现场案例：现场案例是由商学院的教授、学生和企业管理人员一起合作编写的。案例中所描写的事件和问题，参与合作的管理人员都亲身经历过，也就了解得最为清楚。因此，能在案例中提出自己详尽的观点。媒体对这些事件也有所报道，公众可以从中了解到事实的大概，但关于事件详情、管理人员采取的措施及事件后果，公众并不了解，这些都需要在案例中加以阐述。
在案例编写过程中，与公司雇员、管理者及行政工作人员进行广泛的会谈、对商务记录和数据做详尽的调查都可以了解到更多的详情。所以案例编写者应该积极地与公司进行合作。
与另外两种案例相比，现场案例所描写的事件更为丰富、详尽，只是对于案例编写者来说会碰到一些难题：怎样才能得到公司的许可来深入工作现场、广泛接触公司的雇员和商务记录?案例的编写仅仅只是为了让管理者更好地认清事实吗?如果事态进一步恶化，所写的案例能缓和公众关系吗?一般来说，如果案例编写者能够进入公司，那他必定和这家公司的老板或管理者有特殊的关系，而且他本人也以其报道的客观公平性在业界有一定的名气。现场案例的不足之处在于，一旦公布于众就很难加以修改，而且随着时间的推移很快就会过时。

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Jingdong book

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