当代商务英语-阅读教程

书籍目录

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 AssignmentUnit 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 AdvertisementsUnit 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：AcronymUnit 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 MediaUnit 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 WordsUnit 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 UKUnit 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 BusinessUnit 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 InventionsA Press Release　[实例链接]　Link to Authentic Documents(3)：Copyright　[阅读链接]　Link to Reading Attack Skills：Parallel StructureUnit 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 MultimediaUnit 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 NegativeUnit 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 forRecognitionUnit 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 HolidayUnit 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 FalrSUnit 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—AutoI nsurance　Extract 3：Life Insurance　Extract 4：Some Other Insurance Items　[相关链接]　Related Link：The Insurance Industry and Insurance CompaniesUnit 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

作者简介

井升华编著的《当代商务英语阅读教程(1学生用书高职高专十一五规

划教材)》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。

图书封面

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