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  • 经贸英语文章选读 董晓波 编 著 文教 文轩网
  • 新华书店正版
    • 作者: 董晓波 编著
    • 出版社: 对外经济贸易大学出版社
    • 出版时间:2011-12-01 00:00:00
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    • 作者: 董晓波 编著
    • 出版社:对外经济贸易大学出版社
    • 出版时间:2011-12-01 00:00:00
    • 版次:1
    • 印次:1
    • 印刷时间:2011-12-01
    • 字数:392.00千字
    • 页数:261
    • 开本:其他
    • 装帧:平装
    • 国别/地区:中国
    • 版权提供:对外经济贸易大学出版社

    经贸英语文章选读

    作  者:董晓波 编 著
    定  价:29
    出 版 社:对外经济贸易大学出版
    出版日期:2011年12月01日
    页  数:261
    装  帧:平装
    ISBN:9787566302199
    主编推荐

    内容简介

    阅读是语言学习者最重要的信息输入形式之一,董晓波主编的《经贸英语文章选读》的编写设计以学习者的需求为出发点,重在培养学习者的语言应用能力。文章的选题力求做到广泛而精要,宏、微观领域并重,能够反映世界经济和贸易发展的主流和大趋势。内容具有时代性、知识性和趣味性。全书共十五章,以企业的创立发展模式来规划章节,内容涉及从创立企业到市场营销、广告宣传、打造品牌到人力资源培训、领导力、企业管理、谈判技巧、电子商务到企业文化、企业道德再到靠前贸易、展会、经济危机等等。

    作者简介

    精彩内容

    目录
    Unit 1 Starting a Business 1
    Text A Starting a Business: The Idea Phase 1
    Text B How to Launch a Business Abroad 8
    Supplementary Reading Can You Make It as an Entrepreneur? 14
    Unit 2 Advertising 17
    Text A Advertising Strategy 17
    Text B Three Things “Mad Men” Taught Us This Season 25
    Supplementary Reading 10 Differences between Advertising and Public Relations 31
    Unit 3 Marketing 35
    Text A Supporting Offline Campaign Launches with Online Marketing 35
    Text B Business Planning-Marketing Planning 40
    Supplementary Reading Standard Chartered Plans Major Chinese Expansion 47
    Unit 4 Training 49
    Text A Training Needs Assessment: A Must for Developing an Effective Training Program 49
    Text B Training the Trainer 58
    Supplementary Reading Ten Tips to Make Training Work 64
    Unit 5 Branding 69
    Text A The Golden Age of Branding Is Gone, But We Can Bring It Back 69
    Text B Building Your Brand and Keeping Your Job 76
    Supplementary Reading The Power of Branding 84
    Unit 6 Leadership 89
    Text A Lessons in Leadership 89
    Text B Leadership Is Prime: How Do You Measure Leadership Excellence? 96
    Supplementary Reading Leadership Lessons from India 104
    Unit 7 International Trade 115
    Text A An Introduction to International Trade 115
    Text B The Advantages of International Trade 120
    Supplementary Reading Barriers to International Trade 124
    Unit 8 Corporate Culture 127
    Text A What Is Corporate Culture? 127
    Text B Creating a Culture of Innovation 134
    Supplementary Reading Fortune Global 500—No.1 Walmart 140
    Unit 9 Management 145
    Text A Management Defined 145
    Text B What Does It Take to Become a Successful Leader? 153
    Supplementary Reading Management Style 158
    Unit 10 Business Ethics 161
    Text A Controversial Chemical Poses Challenge for Colgate-Palmolive 161
    Text B Ethical Lapse Costs Susan G. Komen Goodwill, Credibility 168
    Supplementary Reading Toyota Recall: Five Critical Lessons 172
    Unit 11 Trade Fairs 177
    Text A China Holds Large Trade Fairs with Hope despite Finan Crisis 177
    Text B Guangzhou Trade Fair 181
    Supplementary Reading China Upgrades Urumqi Trade Fair, Eyes Broader Eurasia Prosperity 185
    Unit 12 Electronic Commerce 189
    Text A The Corporate Responsibility Commitment 189
    Text B Alibaba Electronic Commerce Mansion Set up in China 194
    Supplementary Reading The UK’s E-commerce Regulations 197
    Unit 13 Economic Crisis 209
    Text A The Great Depression 209
    Text B Global Economic Recovery Still in Jeopardy 216
    Supplementary Reading 10 Ways to Manage Your Money in Economic Crisis 223
    Unit 14 Negotiation 227
    Text A How to Be a Good Negotiator 227
    Text B Silence: A Powerful Negotiation Tool 232
    Supplementary Reading Negotiating an Apartment Sublet 238
    Unit 15 Cultural Diversity 243
    Text A Cultural Diversity, IBM Style 243
    Text B Diversity——Is Corporate America on Board? 252
    Supplementary Reading What Is Diversity in the Workplace? 259
    References 参考文献 262

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