全新正版商务英语教程:商务导论9787566920560东华大学

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、某著名翻译公司主译审。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