Contents FOREWORD... 1 INTRODUCTION... 2 I THE MOTIVATION FOR BUSINESS DEVELOPMENT II BUSINESS FUNDAMENTALS... 75

Transcription

1 _CH00_FM_pi-x.pdf 7/5/07 10:31 AM Page v FOREWORD INTRODUCTION Of Studies from The Essays Francis Bacon Reading from Walden Henry David Thoreau From The Souls of Black Folk W.E.B. DuBois Vignette: How to Do Business from Safe Methods in Business Vignette: Practical Rules for Success from Safe Methods in Business I THE MOTIVATION FOR BUSINESS DEVELOPMENT Introduction: All That Is Solid Melts into Air From The Diary of Christopher Columbus Christopher Columbus Vignette: A History of Ancient World Fray Bernardino De Sahagun From The True History of the Conquest of New Spain Bernal Díaz Del Castillo From Faust Johann Wolfgang von Goethe Economy from Walden Henry David Thoreau Vignette: Letter to Horace Greeley Abraham Lincoln II BUSINESS FUNDAMENTALS Introduction: Don t Know Much About History From The Republic Plato From The Politics Aristotle From Atlas Shrugged Ayn Rand Laissez-Faire Policy from The Economic Principles of Confucius and His School Chen Huan-Chang v

2 _CH00_FM_pi-x.pdf 7/5/07 10:31 AM Page vi vi From An Inquiry into the Nature and Causes of the Wealth of Nations Adam Smith From The Fable of the Bees Bernard Mandeville Wealth from Essays and Journals Ralph Waldo Emerson The Veins of Wealth from Unto This Last and Other Essays on Art and Political Economy John Ruskin Vignette: From Acres of Diamonds Russell H. Conwell Vignette: Teaching Business to Ladies from Safe Methods in Business Capitalist Production from Das Kapital Karl Marx The Social Organism from Religion and the Rise of Capitalism R. H. Tawney From The Economic Revolution Robert L. Heilbroner From The Protestant Ethic and the Spirit of Capitalism Max Weber From The Acquisitive Society R. H. Tawney From What Kind of an Animal Is This Here Capitalism? David M. Potter From The Gospel of Wealth Andrew Carnegie Vignette: Teaching Business to Children from Safe Methods in Business From The Personal Relation in Industry John D. Rockefeller, Jr. The Social Responsibility of Business Is to Increase Its Profits Milton Friedman Controlling the Corporation Robert L. Heilbroner Vignette: The Shuchu Kiyaku Seika Fugiwara III MARKETING Introduction: You Are Who You Think You Are; So Be Careful Who You Think You Are From The Art of War Sun Tzu

3 _CH00_FM_pi-x.pdf 7/5/07 10:31 AM Page vii vii From De Officiis Cicero Of Cheating, Which Is Committed in Buying and Selling from The Summa Theologica Thomas Aquinas Vignette: Honesty from Safe Methods in Business Vignette: Rapid Methods for Marking Goods from Safe Methods in Business Natural Selection from The Origin of Species Charles Darwin Pecuniary Emulation and Conspicuous Consumption from Theory of the Leisure Class Thorstein Veblen Vignette: The World Is Too Much With Us William Wordsworth Business and the Public from Propaganda Edward Bernays From The Middleman Albert W. Atwood Modern Developments from Elements of Retail Salesmanship Paul W. Ivey The Dependence Effect from The Affluent Society John Kenneth Galbraith IV ACCOUNTING Introduction: When You Add You Subtract The Antecedents of Double-Entry Bookkeeping from Accounting Evolution to A.C. Littleton Particulars of Reckonings and Their Recording from Ancient Double Entry Bookkeeping: Luca Pacioli s Treatise Luca Pacioli Vignette: How to Keep Accounts from Safe Methods in Business From The Eternal Storehouse of Japan [Nippon Eitaigura] Ihara Saikaku From The Compleat English Tradesman Daniel Defoe Vignette: How to Detect Errors In a Trial Balance from Safe Methods in Business

4 _CH00_FM_pi-x.pdf 7/6/07 3:42 PM Page viii viii V FINANCE Introduction: Putting It All Together, Bit by Bit From A Discourse of Coyned Money Sir Dudley North From The Travels of Marco Polo Marco Polo Book VIII: The Book of Civil Laws from The Code of Maimonides Moses ben Maimonides Of the Sin of Usury from The Summa Theologica Thomas Aquinas Of Riches and Of Usury from The Essays Francis Bacon Of Profits from The Principle of Political Economy John Stuart Mill Vignette: How Money Grows at Interest from Safe Methods in Business From The Works of Benjamin Franklin Benjamin Franklin Vignette: The Credit System from Safe Methods in Business J.L. Nichols Vignette: How to Do Business with a Bank from Safe Methods in Business J.L. Nichols The Tulipomania from Extraordinary Popular Delusions and the Madness of Crowds Charles Mackay Vignette: From Confusión de Confusiones Joseph De La Vega Vignette: From The General Theory of Employment, Interest, and Money John Maynard Keynes Prologue to the Investor s Problem from A Scientific Approach to Investment Management Dwight C. Rose Vignette: Boards of Trade and Stock Exchanges from Safe Methods in Business VI MANAGEMENT Introduction: The Art of Getting Things Done Through People The Analects Confucius An Employer s View of the Labor Question from The Gospel of Wealth Andrew Carnegie From Letters from a Self-Made Merchant to His Son George Lorimer

5 _CH00_FM_pi-x.pdf 7/5/07 10:31 AM Page ix ix Vignette: Business Energy from Safe Methods in Business The Condition of Efficiency from The Acquisitive Society R. H. Tawney Vignette: How to Do Business from Safe Methods in Business From Lady Chatterley s Lover D. H. Lawrence The Human Side of Enterprise Douglas M. McGregor The Principles of Scientific Management Frederick Taylor Vignette: How To Apply for a Situation from Safe Methods in Business VII PRODUCTION Introduction: Take This Job and Love It From The Travels of Marco Polo Marco Polo Manufactures from The Works of Alexander Hamilton Alexander Hamilton Vignette: From Manufactures Thomas Jefferson That Aristocracy May Be Engendered by Manufactures from Democracy in America Alexis de Tocqueville The Book of the Machines from Erewhon Samuel Butler From Alienated Labor Karl Marx From My Life and Work Henry Ford Economic Foothold from Women and the Trades Elizabeth Beardsley Butler Vignette: How to Estimate the of a Pile of Grain, Potatoes, Hay or Wood from Safe Methods in Business Vignette: Shirt Robert Pinsky Man and Machine from All Men Are Brothers Mohandas Gandhi ( ) Vignette: Business Maxims from Safe Methods in Business

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