商务英语报刊选读（第2版）
￥39.90定价
作者： 董晓波
出版时间：2016年10月
出版社：清华大学出版社、北京交通大学出版社
- 清华大学出版社、北京交通大学出版社
- 9787512116115
- 1-1
- 176747
- 43185477-7
- 平装
- 16开
- 2016年10月
- 455
- 284
- 管理学
- 工商管理
- F7
- 英语、商务
- 本科
内容简介
本书旨在对学习者进行全面而严格的商务英语基础理论教育及英语语言技能培训，让学习者在阅读和理解商务英语文章的基础上，既能学习丰富的商务知识，又能熟悉一些商务方面的英语表达，以便提高跨文化商务交际水平。
本书适用于商务英语专业的学生，同时也适合作对外经贸、财政金融、工商管理等专业的教材，还可作为从事国际商务经贸工作人员的重要参考资料。
本书适用于商务英语专业的学生，同时也适合作对外经贸、财政金融、工商管理等专业的教材，还可作为从事国际商务经贸工作人员的重要参考资料。
目录
Unit 1 Capital Markets1
Text A Banking Industry 1
Text B Stock Exchange 10
Supplementary Reading American Stock
Markets— Reversal of Fortune 18
Unit 2 International Marketing 22
Text A Business Planning— Marketing
Planning 22
Text B Supporting Of?ine Campaign Launches
with Online Marketing30
Supplementary Reading Online-coupon Firms—
Groupon Anxiety36
Unit 3 Business Elite 42
Text A The Resurrection of Steve Jobs
— That Which Does Not Kill the Boss of Apple Seems to Make Him
Stronger …………42
Text B Ann Moore:The CEO of Time48
Supplementary Reading Steve Jobs and the
iPad of Hope
— Apple’s Innovation Machine Churns out Another Game-changing
Device53
Unit 4 E-Commerce 62
Text A In E-Commerce，More Is More
62
Text B The Alibaba E-Commerce Empire 69
Supplementary Reading Online
Shopping:Selling Becomes Sociable75
Unit 5 Economic Globalization and
Multinational Corporation80
Text A Globalization vsEconomic Sovereignty
80
Text B The World’s Top Choice —
China Remains the Most Popular Destination
for Foreign Direct Investment 88
Supplementary Reading McDonald’s Eyes
Growing Presence in Local Market93
Unit 6 Economic Regulations and Law98
Text A USSets 21st Century Goal:Building a
Better Patent Of?ce 98
Text B Anti-Trust Law Treats”All Firms
Equally”over 140 Cases Handled:
Rules in Line with International Principles
105
Supplementary Reading China E-Commerce
Giant Launches Campaign to Fight Online Piracy112
Unit 7 Human Resources Management 118
Text A Capturing the State of Human
Resources in an Annual Report 118
Text B The Tech Effect on Human Resources
127
Supplementary Reading Risk Management and
Human Resources Team up to Cut Absence Costs134
Unit 8 Advertising and Publicity 145
Text A Internet Advertising145
Text B Beijing Tries to Push Beyond”Made in
China”151
Supplementary Reading The Harder Hard Sell
160
Unit 9 Training173
Text A Training the Trainer 173
Text B Training Needs Assessment:A Must for
Developing an Effective Training Program 181
Supplementary Reading An Innovative Method
for Role-speci?c Quality-training Evaluation191
Unit 10 Corporate Culture198
Text A What Is Corporate Culture? 198
Text B Four Steps to Go Green Like eBay—
Starting with Employees 206
Supplementary Reading The Fall of a
Corporate Queen212
Unit 11 Business Ethics and Corprate Social
Responsibility 219
Text A The Corporate Responsibility
Commitment219
Text B Controversial Chemical Poses
Challenge for Colgate-Palmolive 226
Supplementary Reading Toyota Recall:Five
Critical Lessons 235
Text A Banking Industry 1
Text B Stock Exchange 10
Supplementary Reading American Stock
Markets— Reversal of Fortune 18
Unit 2 International Marketing 22
Text A Business Planning— Marketing
Planning 22
Text B Supporting Of?ine Campaign Launches
with Online Marketing30
Supplementary Reading Online-coupon Firms—
Groupon Anxiety36
Unit 3 Business Elite 42
Text A The Resurrection of Steve Jobs
— That Which Does Not Kill the Boss of Apple Seems to Make Him
Stronger …………42
Text B Ann Moore:The CEO of Time48
Supplementary Reading Steve Jobs and the
iPad of Hope
— Apple’s Innovation Machine Churns out Another Game-changing
Device53
Unit 4 E-Commerce 62
Text A In E-Commerce，More Is More
62
Text B The Alibaba E-Commerce Empire 69
Supplementary Reading Online
Shopping:Selling Becomes Sociable75
Unit 5 Economic Globalization and
Multinational Corporation80
Text A Globalization vsEconomic Sovereignty
80
Text B The World’s Top Choice —
China Remains the Most Popular Destination
for Foreign Direct Investment 88
Supplementary Reading McDonald’s Eyes
Growing Presence in Local Market93
Unit 6 Economic Regulations and Law98
Text A USSets 21st Century Goal:Building a
Better Patent Of?ce 98
Text B Anti-Trust Law Treats”All Firms
Equally”over 140 Cases Handled:
Rules in Line with International Principles
105
Supplementary Reading China E-Commerce
Giant Launches Campaign to Fight Online Piracy112
Unit 7 Human Resources Management 118
Text A Capturing the State of Human
Resources in an Annual Report 118
Text B The Tech Effect on Human Resources
127
Supplementary Reading Risk Management and
Human Resources Team up to Cut Absence Costs134
Unit 8 Advertising and Publicity 145
Text A Internet Advertising145
Text B Beijing Tries to Push Beyond”Made in
China”151
Supplementary Reading The Harder Hard Sell
160
Unit 9 Training173
Text A Training the Trainer 173
Text B Training Needs Assessment:A Must for
Developing an Effective Training Program 181
Supplementary Reading An Innovative Method
for Role-speci?c Quality-training Evaluation191
Unit 10 Corporate Culture198
Text A What Is Corporate Culture? 198
Text B Four Steps to Go Green Like eBay—
Starting with Employees 206
Supplementary Reading The Fall of a
Corporate Queen212
Unit 11 Business Ethics and Corprate Social
Responsibility 219
Text A The Corporate Responsibility
Commitment219
Text B Controversial Chemical Poses
Challenge for Colgate-Palmolive 226
Supplementary Reading Toyota Recall:Five
Critical Lessons 235
