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商务英语阅读 全书共分8个单元,涉及公司、顾客、产品、广告、营销、人才、金融、公关等商务主题,题材广泛、角度新颖、内容丰富、实用性强。每单元6篇文章,围绕同一主题,合理设置篇幅。所选文章均源自有影响力的重要英语报刊和网站,语言地道、原汁原味、难度适中,适用对象广。文章选材尤其注重时效性、启发性和趣味性,每篇文章均配有插图,新颖的商务理念、先进的企业文化、热门的全球话题能够提高学生阅读的兴趣,激发他们进一步拓展阅读的欲望。
作者:曹小露、赵旭东 编辑:王婷婷,刁晓静 ISBN:978-7-305-15592-5
出版时间:201507 字数:402 定价:35.00
开本:大16开 页数:264 装订:平装
版次:1 CIP分类号:H319.4  
 

作者简介

现任南京理工大学泰州科技学院外语学院任课老师,主攻方向为商务英语教育和阅读,主要课题:主持全国高校外语教学科研项目“以理工院校为背景的独立学院英语专业人才培养模式的探索与创新”

内容简介

全书共分8个单元,涉及公司、顾客、产品、广告、营销、人才、金融、公关等商务主题,题材广泛、角度新颖、内容丰富、实用性强。每单元6篇文章,围绕同一主题,合理设置篇幅。所选文章均源自有影响力的重要英语报刊和网站,语言地道、原汁原味、难度适中,适用对象广。文章选材尤其注重时效性、启发性和趣味性,每篇文章均配有插图,新颖的商务理念、先进的企业文化、热门的全球话题能够提高学生阅读的兴趣,激发他们进一步拓展阅读的欲望。

目录

Module One Company
Lesson 1
For Breakthrough Innovation, Focus on Possibility, Not Profitability
Lesson 2 Tencent’s Worth
Lesson 3 Amazon’s Smart Innovation Strategy
Lesson 4  
Zara’s Big Idea: What the World’s Top Fashion Retailer Tells Us About Innovation

Module Two Customer
Lesson 5 Secrets of Apple’s Customer Success
Lesson 6 The 10 Customer Service Trends for 2010
Lesson 7 E-Shopping Goes Over the Top
Lesson 8 Understanding Customer Experience

Module Three Product
Lesson 9 10 Best-selling Products of All Time
Lesson 10 Twilight of the Brands
Lesson 11 What’s in a 品牌? How to Name a Company in a Global Economy
Lesson 12 This Man Wants to Clothe the Planet

Module Four Advertising
Lesson 13 A Good Product (Mostly) Sells Itself - A Good Product Doesn’t Need Excessive Marketing
Lesson 14 The Future of Marketing: Ads Get Physical, Digital
Lesson 15 Advertising and the Internet of Things
Lesson 16 Advertising Of, By, And For The People

Module Five Marketing
Lesson 17 The State of Shopper Marketing: VivoCity
Lesson 18 What the Buy-side Can Do to Encourage Programmatic Buying
Lesson 19 4 Ways to Make the Most out of Social Media
Lesson 20 Beacon College Goes O2O with Interactive Game

Module Six Talent
Lesson 21 Competing for Talent in Every Geography
Lesson 22 Primal Leadership: The Hidden Driver of Great Performance
Lesson 23 A People Perspective on MICE Events
Lesson 24 Case study: FedEx Express

Module Seven Finance
Lesson 25Alibaba: the New Face of Finance in China
Lesson 26 Don’t Bank on the Banks
Lesson 27 Trifacta Raises $25m - Investment Round Up(475)
Lesson 28 Financial Information Provider Markit, Ltd. Raises $1.3 billion - Week of June 16th IPO Watch

Module Eight Public Relations
Lesson 29 2009-2011 Toyota Vehicle Recalls
Lesson 30 A Case Study of the Coca-Cola Scare in Europe
Lesson 31 West Fertilizer Company Case Study
Lesson 32 Tips for Measuring the Impact of Public Relations

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