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當代商務英語閱讀教程1

【作　者】：何兆熊總主編,井升華主編

【叢編項】：高職高專十一五規劃教材

【裝幀項】：平裝 16 / 305

【出版項】：華東師范大學出版社 / 2007-09

【ISBN號】：9787561755082 / 7561755082

【原書定價】：￥34.00　有2家書店打折銷售　

【主題詞】：英語與其他外語－綜合

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【圖書簡介】
　　本教材是專門為高職高專商務英語專業學生而精心編寫的。由著名英語專家主編，高職商務英語教學一線骨干教師、本科商務英語教學專家、英語語言教育專家和企業商務英語培訓教師聯袂編寫，由外籍商務英語專家審定把關。本教材有以下特點：起點、難度適當，符合高職學生的實際特點；注重語言基本功，強化閱讀技能訓練；富有時代特色，商務與語言有機的銜接；重在培養職業能力，適應商務職場的需要；配有光盤、多媒體課件及網站，方便課余鞏固。

【本書目錄】
Unit 1 商標知多少
　Topic—based Content：Trademark，Brand and Logo
　Topic Reading：Extracts of Trademark，Brand and Logo
　Extract 1：Trademarks
　Extract 2：The Trademark Application Process
　[實例鏈接]　Link to Authentic Document：Sample Trademarks
　Extract 3：Brand&Log0
　Extract 4：Coca—Cola
　[文化鏈接]　Culture Link：Branding—It's All about Focus
　[實例鏈接]　Link to Authentic Document：Trademark Assignment
Unit 2 廣告風云錄
　Topic—based Content：Advertising Industry
　Topic Reading：Extracts of Advertising Industry
　Extract 1：Advertising
　Extract 2：Advertising Media
　[相關鏈接]　Related Link：Background History of Advertising
　[文化鏈接]　Culture Link：The Top Tens on the Internet
　Extract 3：Misleading Advertising
　Extract 4：Advertising Careers
　[文化鏈接]　Culture Link：Authentic Advertisements
Unit 3 廣告妙語
　Topic—based Content：Language of Advertising
　Topic Reading：Extracts of Language of Advertising
　Extract 1：Opinions on Advertising Language
　Extract 2：Copywriting and Copywriter
　[文化鏈接]　Culture Link：Nice’n Easy
　Extract 3：Creative Work by Copywriters
　Extract 4：The Future of Ad Writing
　[文化鏈接]　Culture Link：Effective Ads
　[閱讀鏈接]　Link to Reading Attack Skill：Acronym
Unit 4 傳媒巨子風云錄
　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
　[文化鏈接]　Culture Link：The Future of Digital Media
Unit 5 營銷為王
　Topic—based Content：Marketing Mix
　Topic Reading：Extracts of Marketing Mix
　Extract 1：Marketing Plan
　Extract 2：Marketing Mix
　[相關鏈接]　Related Link：McDonald’s Five P's
　Extract 3：The Product Life Cycle
　Extract 4：HOW to Create a Marketing Plan
　[文化鏈接]　Culture Link：The Five Roles of a Great Leader
　[閱讀鏈接]　Link to Reading Attack Skill：“一driven”Compound Words
Unit 6 探秘營銷模式
　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
　[相關鏈接]　Related Link：Network Marketing—Internet Business Do’S and Don’ts
　Extract 3：Internet Based Network Marketing Success
　Extract 4：Creating New Retailing Moulds
　[文化鏈接]　Culture Link：Supermarket Competition in UK
Unit 7 銷售文化
　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
　[文化鏈接]　Culture Link：1 6 eBay Success Secrets
　Extract 3：Yard Sales and Garage Sales
　Extract 4：Will Wal—Mart Last Forever?
　[文化鏈接]　Culture Link：Five—and—Dime Store
　[相關鏈接]　Related Link：Building Your MLM Business
Unit 8 期中復習
　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 知識產權必知錄
　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
　[實例鏈接]　Link to Authentic Document(1)：IPA
　[實例鏈接]　Link to Authentic Document(2)：Patent
　Extract 3：Patent and Its Application
　Extract 4：Infringement&Piracy
　[文化鏈接]　Culture Link：Patents and Inventions
A Press Release
　[實例鏈接]　Link to Authentic Documents(3)：Copyright
　[閱讀鏈接]　Link to Reading Attack Skills：Parallel Structure
Unit 10 網絡&“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
　[相關鏈接]　Related Link：E—mail
　Extract 3：Information Technology and e—mail
　Extract 4：Applications of Networked Multimedia
Unit 11 點擊電子商務
　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)
　[文化鏈接]　Culture Link：TV Is Dying?Long Live TV!
　Extract 3：Windows VistaTM
　Extract4：Will iPods Bring New Fans to TV Shows7
　[相關鏈接]　Related Link：How to Use the Internet
　[閱讀鏈接]　Link to Reading Attack Skills：Transferred Negative
Unit 12 貨幣大觀
　Topic—based Content：Money and Its Types
　Topic Reading：Extracts of Money and Its Types
　Extract 1：Types of Money
　Extract 2：Monetary Standards
　[相關鏈接]　Related Link：Currency Codes＆Symbols f Signs)
　[相關鏈接]　Related Link：Foreign Exchange
　Extract 3：Monetary Systems
　Extract 4：Eurosystem and the European Central Bank
　[文化鏈接]　Culture Link：Inventor Who Coined Euro Sign Fights for
Recognition
Unit 13 銀行業務窺奧
　Topic—based Content：Banking
　Topic Reading：Extracts of Banking
　Extract 1：Banking
　Extract 2：Banking in the United States and Other Countries
　[相關鏈接]　Related Link：Banking History
　Extract 3：Credit Cards
　Extract 4：The History of Credit Cards
　[文化鏈接]　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
　[文化鏈接]　Culture Link：Chicago Mercantile Exchange Inc．
　Extract 3：Different Order Types
　Extract 4：Free Trade
　[相關鏈接]　Related Link：Trade FalrS
Unit 15 社會保障
　Topic—based Content：Social Security
　Topic Reading：Extracts of Soci~Security
　Extract 1：Social Security
　Extract 2：Health Insurance in the United States
　[實例鏈接]　Link to Authentic Document：Promotional Letter—Auto
I nsurance
　Extract 3：Life Insurance
　Extract 4：Some Other Insurance Items
　[相關鏈接]　Related Link：The Insurance Industry and Insurance Companies
Unit 16 期末復習
　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
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