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当代商务英语阅读教程1

当代商务英语阅读教程1

作者:何兆熊 总主编,井升华 主编

出版社:华东师范大学出版社

出版时间:2007-09-01

ISBN:9787561755082

定价:¥38.00

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内容简介
  《高职高专“十一五”规划教材:当代商务英语阅读教程1(学生用书)》是专门为高职高专商务英语专业学生而精心编写的。由著名英语专家主编,高职商务英语教学一线骨干教师、本科商务英语教学专家、英语语言教育专家和企业商务英语培训教师联袂编写,由外籍商务英语专家审定把关。本教材有以下特点:起点、难度适当,符合高职学生的实际特点;注重语言基本功,强化阅读技能训练;富有时代特色,商务与语言有机的衔接;重在培养职业能力,适应商务职场的需要;配有光盘、多媒体课件及网站,方便课余巩固。
作者简介
暂缺《当代商务英语阅读教程1》作者简介
目录
Unit 1 商标知多少
 Topic—based Content:Trademark,Brand and Logo
 Topic Reading:Extracts of Trademark,Brand and Logo
 Extract 1:Trademarks
 Extract 2:The Trademark Application Process
 [实例链接] Link to Authentic Document:Sample Trademarks
 Extract 3:Brand&Log0
 Extract 4:Coca—Cola
 [文化链接] Culture Link:Branding—It's All about Focus
 [实例链接] Link to Authentic Document:Trademark Assignment
Unit 2 广告风云录
 Topic—based Content:Advertising Industry
 Topic Reading:Extracts of Advertising Industry
 Extract 1:Advertising
 Extract 2:Advertising Media
 [相关链接] Related Link:Background History of Advertising
 [文化链接] Culture Link:The Top Tens on the Internet
 Extract 3:Misleading Advertising
 Extract 4:Advertising Careers
 [文化链接] Culture Link:Authentic Advertisements
Unit 3 广告妙语
 Topic—based Content:Language of Advertising
 Topic Reading:Extracts of Language of Advertising
 Extract 1:Opinions on Advertising Language
 Extract 2:Copywriting and Copywriter
 [文化链接] Culture Link:Nice’n Easy
 Extract 3:Creative Work by Copywriters
 Extract 4:The Future of Ad Writing
 [文化链接] Culture Link:Effective Ads
 [阅读链接] Link to Reading Attack Skill:Acronym
Unit 4 传媒巨子风云录
 Topic—based Content:Time Warner
 Topic Reading:Extracts of Time Warner
 Extract 1:Time Warner Inc.
 Extract 2:Values of Time Warner
 Extract 3:From Time Warner to AOL Time Warner and to Time Warner(TWX)
 Extract 4:Background of the Merger
 [文化链接] Culture Link:The Future of Digital Media
Unit 5 营销为王
 Topic—based Content:Marketing Mix
 Topic Reading:Extracts of Marketing Mix
 Extract 1:Marketing Plan
 Extract 2:Marketing Mix
 [相关链接] Related Link:McDonald’s Five P's
 Extract 3:The Product Life Cycle
 Extract 4:HOW to Create a Marketing Plan
 [文化链接] Culture Link:The Five Roles of a Great Leader
 [阅读链接] Link to Reading Attack Skill:“一driven”Compound Words
Unit 6 探秘营销模式
 Topic—based Content:Market and Marketing Moulds
 Topic Reading:Extracts of Market and Marketing Moulds
 Extract 1:Market and Marketing
 Extract 2:Projecting Market Share
 [相关链接] Related Link:Network Marketing—Internet Business Do’S and Don’ts
 Extract 3:Internet Based Network Marketing Success
 Extract 4:Creating New Retailing Moulds
 [文化链接] Culture Link:Supermarket Competition in UK
Unit 7 销售文化
 Topic—based Content:Different Kinds of Sales Cultures
 Topic Reading:Extracts of Different Kinds of Sales Cultures
 Extract 1:Car Boot Sale
 Extract 2:Some Other Sales or Shops
 [文化链接] Culture Link:1 6 eBay Success Secrets
 Extract 3:Yard Sales and Garage Sales
 Extract 4:Will Wal—Mart Last Forever?
 [文化链接] Culture Link:Five—and—Dime Store
 [相关链接] Related Link:Building Your MLM Business
Unit 8 期中复习
 Topic—based Content:A Review of the Content from Unit 1 to Unit 7
 Topic Reading: Extracts about Marketing Mix
 Extract 1:Definitions of Advertising
 Extract 2:Is Your Product D.U.M.B.Enough to Take Overseas?
 Extract 3:How to Avoid Blunders in Advertising?
Unit 9 知识产权必知录
 Topic—based Content:Intellectual Property and Patent
 Topic Reading:Extracts of Intellectual Property and Patent
 Extract 1:Intellectual Property
 Extract 2:World Intellectual Property Organization
 [实例链接] Link to Authentic Document(1):IPA
 [实例链接] Link to Authentic Document(2):Patent
 Extract 3:Patent and Its Application
 Extract 4:Infringement&Piracy
 [文化链接] Culture Link:Patents and Inventions
A Press Release
 [实例链接] Link to Authentic Documents(3):Copyright
 [阅读链接] Link to Reading Attack Skills:Parallel Structure
Unit 10 网络&“E”生活
 Topic—based Content:Network and E—Life
 Topic Reading:Extracts of Network and E—Life
 Extract 1:Intemet and E—Life
 Extract 2:Online Shopping
 [相关链接] Related Link:E—mail
 Extract 3:Information Technology and e—mail
 Extract 4:Applications of Networked Multimedia
Unit 11 点击电子商务
 Topic—based Content:Interact and E—Commerce
 Topic Reading:Ext瑚lcts of Interact and E—Commerce
 Extract 1:ABCs of E—Commerce(1)
 Extract 2:ABCs of E—Commerce(2)
 [文化链接] Culture Link:TV Is Dying?Long Live TV!
 Extract 3:Windows VistaTM
 Extract4:Will iPods Bring New Fans to TV Shows7
 [相关链接] Related Link:How to Use the Internet
 [阅读链接] Link to Reading Attack Skills:Transferred Negative
Unit 12 货币大观
 Topic—based Content:Money and Its Types
 Topic Reading:Extracts of Money and Its Types
 Extract 1:Types of Money
 Extract 2:Monetary Standards
 [相关链接] Related Link:Currency Codes&Symbols f Signs)
 [相关链接] Related Link:Foreign Exchange
 Extract 3:Monetary Systems
 Extract 4:Eurosystem and the European Central Bank
 [文化链接] Culture Link:Inventor Who Coined Euro Sign Fights for
Recognition
Unit 13 银行业务窥奥
 Topic—based Content:Banking
 Topic Reading:Extracts of Banking
 Extract 1:Banking
 Extract 2:Banking in the United States and Other Countries
 [相关链接] Related Link:Banking History
 Extract 3:Credit Cards
 Extract 4:The History of Credit Cards
 [文化链接] Culture Link:Bank Holiday
Unit 14 交易小百科
 Topic—based Content:Commodity Transactions
 Topic Reading:Extracts of Commodity Transactions
 Extract 1:Commodity Transactions
 Extract 2:The Futures Market
 [文化链接] Culture Link:Chicago Mercantile Exchange Inc.
 Extract 3:Different Order Types
 Extract 4:Free Trade
 [相关链接] Related Link:Trade FalrS
Unit 15 社会保障
 Topic—based Content:Social Security
 Topic Reading:Extracts of Soci~Security
 Extract 1:Social Security
 Extract 2:Health Insurance in the United States
 [实例链接] Link to Authentic Document:Promotional Letter—Auto
I nsurance
 Extract 3:Life Insurance
 Extract 4:Some Other Insurance Items
 [相关链接] Related Link:The Insurance Industry and Insurance Companies
Unit 16 期末复习
 Topic—based Content:A Review of the Content from Unit 9 to Unit 15
 Topic Reading:Extracts about Protecting the Legitimate Rights
 Extract 1:How Trademarks Differ from Patents and Copyrights
 Extract 2:What Is Piracy?Why Is Piracy Illegal?
 Extract 3:Business Models
参考文献
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