- 南京大学出版社
- 9787305155925
- 165809
- 2015年7月
- 未分类
- 未分类
- H319.4
由曹小露和赵旭东共同主编的教材《商务英语阅读（经管核心课普通高等学校十二五规划教材）》共分8个单元，涉及公司、顾客、产品、广告、营销、人才、金融、公关等商务主题，题材广泛、角度新颖、内容丰富、实用性强。每单元6篇文章，围绕同一主题，合理设置篇幅。每篇文章均配有生词和背景知识注释，系统培养学生商务相关主题基础知识，并设计了多样化的练习题，帮助学生更深入透彻地理解文章内容，提高阅读效率和商务翻译能力。
所选文章均源自有影响力的重要英语报刊和网站，语言地道，原汁原味，难度适中，适用对象广。文章选材尤其注重时效性、启发性和趣味性，新颖的商务理念、先进的企业文化、热门的全球话题能够提高学生阅读的兴趣，激发他们进一步拓展阅读的欲望。每单元都附有与该主题相关的商务专业词汇列表，方便学生集中查阅记忆，系统掌握商务英语基本词汇及表达方式，获取相关知识信息。
对于有志于从事外贸行业的学生来说，学英语不仅要打好语言基本功，还要广泛阅读商务、经贸方面专业教材，以及英美报刊，了解商务英语特点，接触真实的商务案例，培养跨文化商务沟通能力。本书适合用作高等院校外语、经贸、管理等专业教学教材，使学生在商务语言水平和商务知识方面均有所提升。
Contents
Module One Company
Lesson l For Breakthrough Innovation, Focus on Possibility Not Profitability
Lesson 2 Tencent's Worth
Lesson 3 Amazon's Smart Innovation Strategy
Lesson 4 Zara's Big Idea：What the world'Top Fashion Retailer Tells Us About Innovation
Module Two Customer
Lesson 5 Secrets of Apple's Customer Success
Lesson 6 The lO Customer Service Trends for 2010
Lesson 7 E-Shopping Goes over the Top,
Lesson 8 UnderStanding Customer Experience
Module Three Product
Lesson 9 10 Best-selling Products of All Time
Lesson 10 Twilight of the Brands
Lesson 1 1 what'S in a Brand? How to Name a Company in a Global Economy
Lesson 12 This Man Wants to Clothe the Planet
Module Four Advertising
Lessonl3 A Good Product( Mostly ) Sells Itself-A Good Product Doesn't Need Excessive Marketing
Lesson 14 The Future of Marketing：Ads Get Physical, Digital
Lesson 15 Advertising and the Internet of Things
Lesson 16 Advertising of, by, and for the People
Module Five Marketing
Lesson 17 The State of Shopper Marketing：VivoCity
Lesson 18 What the Buy-side Can Do to Encourage Programmatic Buying
Lesson 19 Four Ways to Make the Most out of Social Media
Lesson 20 Beacon College Goes O2O with Interactive Game
Module Six Talent
Lesson 21 Competing for Talent in Every Geography
Lesson 22 Primal Leadership：The Hidden Driver of Great Performance
Lesson 23 A People Perspective on MICE Events
Lesson 24 Case Study：FedEx Express
Module Seven Finance
Lesson 25 Alibaba：The New Face of Finance in China
Lesson 26 Don't Bank on the Banks
Lesson 27 Trifacta Raises $25m-Investment Round up ( 475 )
Lesson 28 Financial Information Provider Markit, Ltd. Raises $13 billion-Week of June 16th IPO Watch
Module Eight Public Relations
Lesson 29 2009-2011 Toyota Vehicle Recalls
Lesson 30 A Case Study of the Coca-Cola Scare in Europe
Lesson 31 West Fertilizer Company Case Study
Lesson 32 Tips for Measuring the Impact of Public Relations
