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3rd Edition

David Robinson

  • Published
  • Previous Editions 2007, 2002
  • 392 Pages


A practical guide written for undergraduate students of business and for professionals from other countries who are new to the U.S. It combines business communication and workplace etiquette in one text. The topics are relevant and based in reality: increasing use of electronic communication as evidenced by President Obama's use of a BlackBerry, job applicants who can't get past "voice mail jail," and the ubiquitous question of what to wear in various business situations.

David Robinson, University of California, Berkeley

David Robinson is Lecturer in Marketing at the University of California, Berkeley, and has taught at Stanford, University of San Francisco, and Santa Clara University. He studied at the University of Durham in England and then at Oxford. His Ph.D. in Psychology is from Brown University in Rhode Island and his MBA is from the Unversity of North Carolina, Chapel Hill. Every year more that 1,000 students take his Principles of Business class, and running the class is a good opportunity for him to practice his interest in service operations. Each summer, Dr. Robinson takes students on a Travel Study to the People's Republic of China. Observing intercultural differences in behavior led him to write about American practices that people take for granted.
  • Emphasis on electronic communication—email replacing written letters.
  • Reorganized chapters and deeper discussion of choice of medium of communication.
  • Index at the beginning of the book of the three types of textboxes—now one in every chapter: "It's Just Different" (cross cultural), "Business Protocol in Action" (applications), and "Doing the Right Thing" (ethical behavior in the workplace).
  • The previous Appendices are now integrated into the chapters to give a richer learning experience.
  • End-of-chapter quizzes now appear online only.
  • BUSINESS PROTOCOL is not your typical etiquette book. Instead of telling you how long your resume should be, or what wines go with fish, it aims to help its readers gain confidence in their business dealings and presentations. What students don't know are the subtle "how to" protocols of U.S. business, and there are important rules of behavior to learn. This is presented in a "how to do it" approach; teaching interpersonal conduct in the business place that would make any new graduate or new-to-the-country executive feel at home.
  • Textboxes: It's Just Different. These boxes alert students to cross-cultural differences. In many cases, these differences in business protocol are not better or worse – just different.
  • Textboxes: Business Protocol in Action. This feature details specific examples of correct business protocol in everyday business actions.
  • Chapter subjects include proper phone and voice mail management, e-mail forms and protocols, web and teleconferencing preparation and strategies, corporate gift-giving guidelines, and approaches to the variety of social functions that occur during the course of business.
  • Includes sample resumes, business emails, memos, and other commonly used forms.
  • "Put This Chapter into Practice" questions and discussion topics appear at the end of each chapter. These points help students apply the strategies discussed within each chapter, from declining alcohol to toughing out difficult interview questions.
  • Textboxes: Doing the right thing. Many faculty are under pressure to include ethical issues in each course and these boxes offer realistic issues dealing with ethics in a business environment.
1. A Real Professional.
2. Introductions.
3. Effective Communication.
4. Creating Compelling Messages.
5. Electronic Messages: E-Mail, Text and Instant Messaging.
6. Phone, Voice Mail, and Phone Conferencing.
7. Letters, Memos, and Reports.
8. Effective Presentations.
9. Giving Effective Presentations.
10. Business Dining.
11. Social Skills.
12. Recruiting.
13. Interviewing and the Hiring Process.
14. Looking the Part: What to Wear.
15. On the Job.

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