当代商务英语阅读教程1
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作者： 井升华 主编
出 版 社： 华东师范大学出版社
出版时间： 2007-9-1字数： 385000版次： 1页数： 305印刷时间： 2007/09/01开本：印次：纸张： 胶版纸I S B N ： 9787561755082包装： 平装内容简介
本教材是专门为高职高专商务英语专业学生而精心编写的。由著名英语专家主编，高职商务英语教学一线骨干教师、本科商务英语教学专家、英语语言教育专家和企业商务英语培训教师联袂编写，由外籍商务英语专家审定把关。本教材有以下特点：起点、难度适当，符合高职学生的实际特点；注重语言基本功，强化阅读技能训练；富有时代特色，商务与语言有机的衔接；重在培养职业能力，适应商务职场的需要；配有光盘、多媒体课件及网站，方便课余巩固。
目录
Unit 1 商标知多少
Topic—based Content：Trademark，Brand and Logo
Topic Reading：Extracts of Trademark，Brand and Logo
Extract 1：Trademarks
Extract 2：The Trademark Application Process
[实例链接]Link to Authentic Document：Sample Trademarks
Extract 3：Brand&Log0
Extract 4：Coca—Cola
[文化链接]Culture Link：Branding—It's All about Focus
[实例链接]Link to Authentic Document：Trademark Assignment
Unit 2 广告风云录
Topic—based Content：Advertising Industry
Topic Reading：Extracts of Advertising Industry
Extract 1：Advertising
Extract 2：Advertising Media
[相关链接]Related Link：Background History of Advertising
[文化链接]Culture Link：The Top Tens on the Internet
Extract 3：Misleading Advertising
Extract 4：Advertising Careers
[文化链接]Culture Link：Authentic Advertisements
Unit 3 广告妙语
Topic—based Content：Language of Advertising
Topic Reading：Extracts of Language of Advertising
Extract 1：Opinions on Advertising Language
Extract 2：Copywriting and Copywriter
[文化链接]Culture Link：Nice’n Easy
Extract 3：Creative Work by Copywriters
Extract 4：The Future of Ad Writing
[文化链接]Culture Link：Effective Ads
[阅读链接]Link to Reading Attack Skill：Acronym
Unit 4 传媒巨子风云录
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
[文化链接]Culture Link：The Future of Digital Media
Unit 5 营销为王
Topic—based Content：Marketing Mix
Topic Reading：Extracts of Marketing Mix
Extract 1：Marketing Plan
Extract 2：Marketing Mix
[相关链接]Related Link：McDonald’s Five P's
Extract 3：The Product Life Cycle
Extract 4：HOW to Create a Marketing Plan
[文化链接]Culture Link：The Five Roles of a Great Leader
[阅读链接]Link to Reading Attack Skill：“一driven”Compound Words
Unit 6 探秘营销模式
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
[相关链接]Related Link：Network Marketing—Internet Business Do’S and Don’ts
Extract 3：Internet Based Network Marketing Success
Extract 4：Creating New Retailing Moulds
[文化链接]Culture Link：Supermarket Competition in UK
Unit 7 销售文化
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
[文化链接]Culture Link：1 6 eBay Success Secrets
Extract 3：Yard Sales and Garage Sales
Extract 4：Will Wal—Mart Last Forever?
[文化链接]Culture Link：Five—and—Dime Store
[相关链接]Related Link：Building Your MLM Business
Unit 8 期中复习
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 知识产权必知录
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
[实例链接]Link to Authentic Document(1)：IPA
[实例链接]Link to Authentic Document(2)：Patent
Extract 3：Patent and Its Application
Extract 4：Infringement&Piracy
[文化链接]Culture Link：Patents and Inventions
A Press Release
[实例链接]Link to Authentic Documents(3)：Copyright
[阅读链接]Link to Reading Attack Skills：Parallel Structure
Unit 10 网络&“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
[相关链接]Related Link：E—mail
Extract 3：Information Technology and e—mail
Extract 4：Applications of Networked Multimedia
Unit 11 点击电子商务
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)
[文化链接]Culture Link：TV Is Dying?Long Live TV!
Extract 3：Windows VistaTM
Extract4：Will iPods Bring New Fans to TV Shows7
[相关链接]Related Link：How to Use the Internet
[阅读链接]Link to Reading Attack Skills：Transferred Negative
Unit 12 货币大观
Topic—based Content：Money and Its Types
Topic Reading：Extracts of Money and Its Types
Extract 1：Types of Money
Extract 2：Monetary Standards
[相关链接]Related Link：Currency Codes＆Symbols f Signs)
[相关链接]Related Link：Foreign Exchange
Extract 3：Monetary Systems
Extract 4：Eurosystem and the European Central Bank
[文化链接]Culture Link：Inventor Who Coined Euro Sign Fights for
Recognition
Unit 13 银行业务窥奥
Topic—based Content：Banking
Topic Reading：Extracts of Banking
Extract 1：Banking
Extract 2：Banking in the United States and Other Countries
[相关链接]Related Link：Banking History
Extract 3：Credit Cards
Extract 4：The History of Credit Cards
[文化链接]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
[文化链接]Culture Link：Chicago Mercantile Exchange Inc．
Extract 3：Different Order Types
Extract 4：Free Trade
[相关链接]Related Link：Trade FalrS
Unit 15 社会保障
Topic—based Content：Social Security
Topic Reading：Extracts of Soci~Security
Extract 1：Social Security
Extract 2：Health Insurance in the United States
[实例链接]Link to Authentic Document：Promotional Letter—Auto
I nsurance
Extract 3：Life Insurance
Extract 4：Some Other Insurance Items
[相关链接]Related Link：The Insurance Industry and Insurance Companies
Unit 16 期末复习
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
参考文献
