經貿英語文章選讀

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《展望(Prospect)全國高等院校英語專業系列精品教材:經貿英語文章選讀》共十五章，內容涉及從創立企業到市場行銷、廣告宣傳、打造品牌到人力資源培訓、領導力、企業管理、談判技巧、電子商務到企業文化、企業道德再到國際貿易、展會、經濟危機等等。

Unit 1 Starting a Business　1
Text A Starting a Business: The Idea Phase　1
Text B How to Launch a Business Abroad　8
Supplementary Reading Can You Make It as an Entrepreneur??　14
Unit 2 Advertising　17
Text A Advertising Strategy　17
Text B Three Things “Mad Men” Taught Us This Season　25
Supplementary Reading 10 Differences between Advertising and Public
Relations　31
Unit 3 Marketing　35
Text A Supporting Offline Campaign Launches with Online Marketing　35
Text B Business Planning-Marketing Planning　40
Supplementary Reading Standard Chartered Plans Major Chinese Expansion　47
Unit 4 Training　49
Text A Training Needs Assessment: A Must for Developing an Effective Training
Program　49
Text B Training the Trainer　58
Supplementary Reading Ten Tips to Make Training Work　64
Unit 5 Branding　69
Text A The Golden Age of Branding Is Gone, But We Can Bring It Back　69
Text B Building Your Brand and Keeping Your Job　76
Supplementary Reading The Power of Branding　84
Unit 6 Leadership　89
Text A Lessons in Leadership　89
Text B Leadership Is Prime: How Do You Measure Leadership Excellence? 　96
Supplementary Reading Leadership Lessons from India　104
Unit 7 International Trade　115
Text A An Introduction to International Trade　115
Text B The Advantages of International Trade　120
Supplementary Reading Barriers to International Trade　124
Unit 8 Corporate Culture　127
Text A What Is Corporate Culture?　127
Text B Creating a Culture of Innovation　134
Supplementary Reading Fortune Global 500—No.1 Walmart　140
Unit 9 Management　145
Text A Management Defined　145
Text B What Does It Take to Become a Successful Leader?　153
Supplementary Reading Management Style　158
Unit 10 Business Ethics　161
Text A Controversial Chemical Poses Challenge for Colgate-Palmolive　161
Text B Ethical Lapse Costs Susan G. Komen Goodwill, Credibility　168
Supplementary Reading Toyota Recall: Five Critical Lessons　172
Unit 11 Trade Fairs　177
Text A China Holds Large Trade Fairs with Hope despite Financial Crisis　177
Text B Guangzhou Trade Fair　181
Supplementary Reading China Upgrades Urumqi Trade Fair, Eyes Broader Eurasia
Prosperity　185
Unit 12 Electronic Commerce　189
Text A The Corporate Responsibility Commitment　189
Text B Alibaba Electronic Commerce Mansion Set up in China　194
Supplementary Reading The UK’s E-commerce Regulations　197
Unit 13 Economic Crisis　209
Text A The Great Depression　209
Text B Global Economic Recovery Still in Jeopardy　216
Supplementary Reading 10 Ways to Manage Your Money in Economic Crisis　223
Unit 14 Negotiation　227
Text A How to Be a Good Negotiator　227
Text B Silence: A Powerful Negotiation Tool　232
Supplementary Reading Negotiating an Apartment Sublet　238
Unit 15 Cultural Diversity　243
Text A Cultural Diversity, IBM Style　243
Text B Diversity——Is Corporate America on Board?　252
Supplementary Reading What Is Diversity in the Workplace? 　259
References 參考文獻　262

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