圖書信息
出版社: 華東師範大學出版社; 第1版 (2007年9月1日)
外文書名: Contemporary Business English
叢書名: 高職高專十一五規劃教材
平裝: 305頁
開本: 16
ISBN: 9787561755082
條形碼: 9787561755082
尺寸: 25.6 x 18.4 x 1.6 cm
重量: 621 g
內容簡介
《高職高專十一五規劃教材?當代商務英語閱讀教程(1學生用書)》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幹教師、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。《高職高專十一五規劃教材?當代商務英語閱讀教程(1學生用書)》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；配有光碟、多媒體課件及網站，方便課餘鞏固。
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
[實例連結] Link to Authentic Document：Sample Trademarks
Extract 3：Brand&Log0
Extract 4：Coca—Cola
[文化連結] Culture Link：Branding—It's All about Focus
[實例連結] Link to Authentic Document：Trademark Assignment
Unit 2 廣告風雲錄
Topic—based Content：Advertising Industry
Topic Reading：Extracts of Advertising Industry
Extract 1：Advertising
Extract 2：Advertising Media
[相關連結] Related Link：Background History of Advertising
[文化連結] Culture Link：The Top Tens on the Internet
Extract 3：Misleading Advertising
Extract 4：Advertising Careers
[文化連結] 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
[文化連結] Culture Link：Nice’n Easy
Extract 3：Creative Work by Copywriters
Extract 4：The Future of Ad Writing
[文化連結] Culture Link：Effective Ads
[閱讀連結] Link to Reading Attack Skill：Acronym
Unit 4 傳媒巨子風雲錄
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
[文化連結] Culture Link：The Future of Digital Media
Unit 5 行銷為王
Topic—based Content：Marketing Mix
Topic Reading：Extracts of Marketing Mix
Extract 1：Marketing plan
Extract 2：Marketing Mix
[相關連結] Related Link：McDonald’s Five P's
Extract 3：The Product Life Cycle
Extract 4：HOW to Create a Marketing Plan
[文化連結] Culture Link：The Five Roles of a Great Leader
[閱讀連結] Link to Reading Attack Skill：“一driven”Compound Words
Unit 6 探秘行銷模式
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
[相關連結] Related Link：Network Marketing—Internet Business Do’S and Don’ts
Extract 3：Internet Based Network Marketing Success
Extract 4：Creating New Retailing Moulds
[文化連結] 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
[文化連結] Culture Link：1 6 eBay Success Secrets
Extract 3：Yard Sales and Garage Sales
Extract 4：Will Wal—Mart Last Forever?
[文化連結] Culture Link：Five—and—dime Store
[相關連結] Related Link：Building Your mlm Business
Unit 8 期中複習
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 智慧財產權必知錄
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
[實例連結] Link to Authentic Document(1)：IPA
[實例連結] Link to Authentic Document(2)：Patent
Extract 3：Patent and Its Application
Extract 4：Infringement&piracy
[文化連結] Culture Link：Patents and Inventions
A Press Release
[實例連結] Link to Authentic Documents(3)：Copyright
[閱讀連結] Link to Reading Attack Skills：Parallel Structure
Unit 10 網路&“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
[相關連結] 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)
[文化連結] Culture Link：TV Is Dying?Long Live TV!
Extract 3：Windows VistaTM
Extract4：Will iPods Bring New Fans to TV Shows7
[相關連結] Related Link：How to Use the Internet
[閱讀連結] 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
[相關連結] Related Link：Currency Codes&Symbols f Signs)
[相關連結] Related Link：Foreign Exchange
Extract 3：Monetary Systems
Extract 4：Eurosystem and the European central bank
[文化連結] 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
[相關連結] Related Link：Banking History
Extract 3：Credit Cards
Extract 4：The History of Credit Cards
[文化連結] 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
[文化連結] Culture Link：Chicago mercantile Exchange Inc．
Extract 3：Different Order Types
Extract 4：Free Trade
[相關連結] 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
[實例連結] Link to Authentic Document：Promotional Letter—Auto
I nsurance
Extract 3：Life Insurance
Extract 4：Some Other Insurance Items
[相關連結] Related Link：The Insurance Industry and Insurance Companies
Unit 16 期末複習
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
參考文獻
