正版新书]商务英语教程 商务导论束光辉9787566920560

Unit 1 International Business

国际商务l/1

1.1 Considerations for International

Business //1

1.2 Ways That International Business Are

Conducted w 3

Unit 2 Marketing Management

营销管理// 13

2.1 Marketing Concepts l/ 132.2 Core Marketing Concepts !/ 13..Marketing Environment l/ 162.4 Marketing Mix l/ 16

2.5 Integrated Marketing ll 172.6 Profitability ll 17

Unit 3 International BusinessEnvironment

商务环境/21

3.1 Economic Environment // 213.2 Sociocultural Environment // 2. Political Environment // 243.4 Legal Environment // 25

3.5 Technological Environment // 26

Unit 4 Promotion

// 30

4.1 The Tasks of Promotion / / 304.2 Promotion Strategies / / 314.3 Promotional Mix // 32

4.4 How to Make Promotional Decisions // 34

Unit 5 Globalization

全球化w 40

5.1 History of Globalization w 405.2 Drivers of Globalization w 425.3 Global Institutions // 43

5.4 The Influence of Globalizat ion / 45

Unit 6 Interc ultural Communica tion跨文化交际// 51

6.1 Culture, Communication and

Intercultural Communication / 51

6.2 Business Negotiation Across Cultures // 536.3 Significance of Intercultural Communication

57

Unit 7 Financing and Inv estment

融资和//62

7.1 Ways of Financing // 627.2 Venture of Financing // 64

7.3 Classification of Investment // 66

7.4 Venture Identification of Investment // 687.5 Venture of Investment // 69

7.6 The Differences Between Financing and

Investment //71

Unit 8 Legal System in International

Business

国际商务法律制度//T7

8.1 International Commercial Law / / 778.2 International Convention // 78

8.3 International Law/ /78

8.4 Two Major Legal Systems m 798.5 Adversary Trial / 81

8.6 Purpose and Significance of

Cross-Examination // 81

8.7 Applicat ion of Inquisitorial System // 82

Unit 9 Glo bal Monetary Sy stem

国际货币体系/ 88

9.1 Introduction to Global Monetary System

88

9.2 Historical Development of Modern GlobalMonetary System // 88

9.3 Regional Currency Cooraio: European

Monetary Union ,/94

Unit 10 Corpora te Mana gement企业管理//101

10.1 Corporate Management and Manager // 10110.2 Roles of Corporate Management // 10310.3 Key Resources in Corporate Management

l/ 105

10.4 Functions of Corporate Management // 105

Unit 11 Business Ethics

商业道德//114

11.1 Business Ethics as a Social Contract // 11411.2 Corporate Ethics Codes // 115

11.3 Cause-Related Marketing: Another Way

Virtue Can Pay // 116

11.4 Managing a Socially Responsible Business

//117

11.5 Trends in Ethics and Corporate Social

Responsibility ! 119

Unit 12 Human Reso urces Management人力资源管理//125

12.1 Human Resources as Organizational

Core Comecy // 125

12.2 The Strategic Human Resources

Managemenrces // 1261. Human Resources Planning / 12712.4 Compensation and Benefits // 131

Unit 13 New Technology and

Competitiv eness新技术与竞争力/137

13.1 Definition of New Technology / 13713.2 The Function of New Technology // 13713.3 Impacts of New Technology !/ 13813.4 Development of New Technology / / 13913.5 Competitiveness of Corporates // 14013.6 The Relation of New Technology to

Competitiveness // 141

Unit 14 E-Commerce商务//146

14.1 Technological Drivers of E-commerce

l/ 146

14.2Areas of E-commerce // 146

14.3 Models of E-commerce // 147

14.4 Other Popularity-gain ing Models // 14914.5 Distribution Channels of E-commerce

/151

14.6Impacts of E-commerce // 151

References

参考文献// 157

作者简介
束光辉：北京交通大学语言与传播学院教授，翻译硕士教育中心主任、 商务英语及应用翻译学科带头人、特聘教授、中国铁路集团铁路技术行业标准翻译专家组成员、某有名翻译公司主译审。研究领域涉及翻译理论、商务翻译、跨文化交际。
主编了《商务汉译英教程》 (高等教育 “十三五”部委规划教材) ，商务英语系列教材《商务英语教程：信函与合同》《商务英语教程 : 进出口贸易实务》《商务英语写作教程》《跨文化商务沟通》《经贸报刊选读》《新编商务英语函电》《新编进出口贸易实务》等等

本书稿根据《普通高等学校外国语言文学类专业教学指南》（2020版）有关商务英语方向的课程设置规定而构思编写。在商务英语类课程中，《商务导论》是必修课，而商务导读类的教材比较少。即便有，所选材料也过于陈旧。
因此，编者应教学要求，运用国内外商务活动的研究成果，编写完成这本书。该书系统地介绍了国际商务知识，使学习者对市场营销、国际贸易、金融券和现代企业运作、人力资源管理、国际商法等方面有一个总体了解。
本书将语言技能、商务知识有机地结合起来，通过围绕讲解和案例分析等方式，培养学生对商业基础知识的理解和掌握。内容涵盖：创办企业、市场营销、产品定价、分销、、风险管理、人力资源、企业管理等等，并配有丰富的练习，可以帮读者对所学知识进一步认识和理解。
本书适用于商务英语专业、对外经贸、财政金融、工商管理等专业学习使用，也是从事国际商务、经贸工作人员的重要参考资料。