高职高专“十一五”规划教材：当代商务英语阅读教程1（学生用书）

图书标准信息

• 作者 井升华 编
• 出版社 华东师范大学出版社
• 出版时间 2007-09
• 版次 1
• ISBN 9787561755082
• 定价 34.00元
• 装帧 平装
• 开本 其他
• 纸张 胶版纸
• 页数 305页
• 字数 385千字

【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】

Unit1商标知多少
Topic—basedContent：Trademark，BrandandLogo
TopicReading：ExtractsofTrademark，BrandandLogo
Extract1：Trademarks
Extract2：TheTrademarkApplicationProcess
[实例链接]LinktoAuthenticDocument：SampleTrademarks
Extract3：Brand&Log0
Extract4：Coca—Cola
[文化链接]CultureLink：Branding—ItsAllaboutFocus
[实例链接]LinktoAuthenticDocument：TrademarkAssignment

Unit2广告风云录
Topic—basedContent：AdvertisingIndustry
TopicReading：ExtractsofAdvertisingIndustry
Extract1：Advertising
Extract2：AdvertisingMedia
[相关链接]RelatedLink：BackgroundHistoryofAdvertising
[文化链接]CultureLink：TheTopTensontheInternet
Extract3：MisleadingAdvertising
Extract4：AdvertisingCareers
[文化链接]CultureLink：AuthenticAdvertisements

Unit3广告妙语
Topic—basedContent：LanguageofAdvertising
TopicReading：ExtractsofLanguageofAdvertising
Extract1：OpinionsonAdvertisingLanguage
Extract2：CopywritingandCopywriter
[文化链接]CultureLink：Nice’nEasy
Extract3：CreativeWorkbyCopywriters
Extract4：TheFutureofAdWriting
[文化链接]CultureLink：EffectiveAds
[阅读链接]LinktoReadingAttackSkill：Acronym

Unit4传媒巨子风云录
Topic—basedContent：TimeWarner
TopicReading：ExtractsofTimeWarner
Extract1：TimeWarnerInc．
Extract2：ValuesofTimeWarner
Extract3：FromTimeWarnertoAOLTimeWarnerandtoTimeWarner(TWX)
Extract4：BackgroundoftheMerger
[文化链接]CultureLink：TheFutureofDigitalMedia

Unit5营销为王
Topic—basedContent：MarketingMix
TopicReading：ExtractsofMarketingMix
Extract1：MarketingPlan
Extract2：MarketingMix
[相关链接]RelatedLink：McDonald’sFivePs
Extract3：TheProductLifeCycle
Extract4：HOWtoCreateaMarketingPlan
[文化链接]CultureLink：TheFiveRolesofaGreatLeader
[阅读链接]LinktoReadingAttackSkill：“一driven”CompoundWords

Unit6探秘营销模式
Topic—basedContent：MarketandMarketingMoulds
TopicReading：ExtractsofMarketandMarketingMoulds
Extract1：MarketandMarketing
Extract2：ProjectingMarketShare
[相关链接]RelatedLink：NetworkMarketing—InternetBusinessDo’SandDon’ts
Extract3：InternetBasedNetworkMarketingSuccess
Extract4：CreatingNewRetailingMoulds
[文化链接]CultureLink：SupermarketCompetitioninUK

Unit7销售文化
Topic—basedContent：DifferentKindsofSalesCultures
TopicReading：ExtractsofDifferentKindsofSalesCultures
Extract1：CarBootSale
Extract2：SomeOtherSalesorShops
[文化链接]CultureLink：16eBaySuccessSecrets
Extract3：YardSalesandGarageSales
Extract4：WillWal—MartLastForever?
[文化链接]CultureLink：Five—and—DimeStore
[相关链接]RelatedLink：BuildingYourMLMBusiness

Unit8期中复习
Topic—basedContent：AReviewoftheContentfromUnit1toUnit7
TopicReading：ExtractsaboutMarketingMix
Extract1：DefinitionsofAdvertising
Extract2：IsYourProductD．U．M．B．EnoughtoTakeOverseas?
Extract3：HowtoAvoidBlundersinAdvertising?

Unit9知识产权必知录
Topic—basedContent：IntellectualPropertyandPatent
TopicReading：ExtractsofIntellectualPropertyandPatent
Extract1：IntellectualProperty
Extract2：WorldIntellectualPropertyOrganization
[实例链接]LinktoAuthenticDocument(1)：IPA
[实例链接]LinktoAuthenticDocument(2)：Patent
Extract3：PatentandItsApplication
Extract4：Infringement&Piracy
[文化链接]CultureLink：PatentsandInventions
APressRelease
[实例链接]LinktoAuthenticDocuments(3)：Copyright
[阅读链接]LinktoReadingAttackSkills：ParallelStructure

Unit10网络&“E”生活
Topic—basedContent：NetworkandE—Life
TopicReading：ExtractsofNetworkandE—Life
Extract1：IntemetandE—Life
Extract2：OnlineShopping
[相关链接]RelatedLink：E—mail
Extract3：InformationTechnologyande—mail
Extract4：ApplicationsofNetworkedMultimedia

Unit11点击电子商务
Topic—basedContent：InteractandE—Commerce
TopicReading：Ext瑚lctsofInteractandE—Commerce
Extract1：ABCsofE—Commerce(1)
Extract2：ABCsofE—Commerce(2)
[文化链接]CultureLink：TVIsDying?LongLiveTV！
Extract3：WindowsVistaTM
Extract4：WilliPodsBringNewFanstoTVShows7
[相关链接]RelatedLink：HowtoUsetheInternet
[阅读链接]LinktoReadingAttackSkills：TransferredNegative

Unit12货币大观
Topic—basedContent：MoneyandItsTypes
TopicReading：ExtractsofMoneyandItsTypes
Extract1：TypesofMoney
Extract2：MonetaryStandards
[相关链接]RelatedLink：CurrencyCodes＆SymbolsfSigns)
[相关链接]RelatedLink：ForeignExchange
Extract3：MonetarySystems
Extract4：EurosystemandtheEuropeanCentralBank
[文化链接]CultureLink：InventorWhoCoinedEuroSignFightsfor
Recognition

Unit13银行业务窥奥
Topic—basedContent：Banking
TopicReading：ExtractsofBanking
Extract1：Banking
Extract2：BankingintheUnitedStatesandOtherCountries
[相关链接]RelatedLink：BankingHistory
Extract3：CreditCards
Extract4：TheHistoryofCreditCards
[文化链接]CultureLink：BankHoliday

Unit14交易小百科
Topic—basedContent：CommodityTransactions
TopicReading：ExtractsofCommodityTransactions
Extract1：CommodityTransactions
Extract2：TheFuturesMarket
[文化链接]CultureLink：ChicagoMercantileExchangeInc．
Extract3：DifferentOrderTypes
Extract4：FreeTrade
[相关链接]RelatedLink：TradeFalrS

Unit15社会保障
Topic—basedContent：SocialSecurity
TopicReading：ExtractsofSoci~Security
Extract1：SocialSecurity
Extract2：HealthInsuranceintheUnitedStates
[实例链接]LinktoAuthenticDocument：PromotionalLetter—Auto
Insurance
Extract3：LifeInsurance
Extract4：SomeOtherInsuranceItems
[相关链接]RelatedLink：TheInsuranceIndustryandInsuranceCompanies

Unit16期末复习
Topic—basedContent：AReviewoftheContentfromUnit9toUnit15
TopicReading：ExtractsaboutProtectingtheLegitimateRights
Extract1：HowTrademarksDifferfromPatentsandCopyrights
Extract2：WhatIsPiracy?WhyIsPiracyIllegal?
Extract3：BusinessModels
参考文献