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内容大纲
徐鹰主编的《商务英语案例分析》涵盖商务活动中的主要典型案例，并把真实的案例情境和基本的商务知识相结合。这些案例覆盖了市场营销管理、人力资源管理、战略管理等方面。全书包括12个单元，内容涉及现代商务和企业管理各领域，包括招聘面试、激励机制、绩效考核、产品定位、网上购物、广告设计、业务分析、市场开发、竞争策略、商务谈判、品牌塑造、猎头服务等主题。每个案例围绕主题组织相关语言素材和商务知识素材，让学生在具体语境中进行相关的语言和商务技能的学习，提高解决实际问题的能力。
本教材适合高等院校本科生阅读，也适用于对商务英语感兴趣的广大读者。 -
作者介绍
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目录
Unit 1 Recruitment
Part I Lead in
Section A Warming-up Questions
Section B Listen and Respond
Section C Reading Comprehension
Section D Extended Vocabulary
Part II Case Study
Unit 2 Motivation
Part I Lead in
Section A Warming-up Questions
Section B Listen and Respond
Section C Reading Comprehension
Section D Extended Vocabulary
Part II Case Study
Unit 3 Performance Assessment
Part I Lead in
Section A Warming-up Questions
Section B Listen and Respond
Section C Reading Comprehension
Section D Extended Vocabulary
Part II Case Study
Unit 4 Product Position
Part I Lead in
Section A Warming-up Questions
Section B Listen and Respond
Section C Reading Comprehension
Section D Extended Vocabulary
Part II Case Study
Unit 5 Online Shopping
Part I Lead in
Section A Warming-up Questions
Section B Listen and Respond
Section C Reading Comprehension
Section D Extended Vocabulary
Part II Case Study
Unit 6 Advertising
Part I Lead in
Section A Warming-up Questions
Section B Listen and Respond
Section C Reading Comprehension
Section D Extended Vocabulary
Part II Case Study
Unit 7 Business Analysis
Part I Lead in
Section A Warming-up Questions
Section B Listen and Respond
Section C Reading Comprehension
Section D Extended Vocabulary
Part II Case Study
Unit 8 New Market
Part I Lead in
Section A Warming-up Questions
Section B Listen and Respond
Section C Reading Comprehension
Section D Extended Vocabulary
Part II Case Study
Unit 9 Competitive Strategy
Part I Lead in
Section A Warming-up Questions
Section B Listen and Respond
Section C Reading Comprehension
Section D Extended Vocabulary
Part II Case Study
Unit 10 Negotiation
Part I Lead in
Section A Warming-up Questions
Section B Listen and Respond
Section C Reading Comprehension
Section D Extended Vocabulary
Part II Case Study
Unit 11 Fast Fashion
Part I Lead in
Section A Warming-up Questions
Section B Listen and Respond
Section C Reading Comprehension
Section D Extended Vocabulary
Part II Case Study
Unit 12 Headhunter
Part I Lead in
Section A Warming-up Questions
Section B Listen and Respond
Section C Reading Comprehension
Section D Extended Vocabulary
Part II Case Study
Keys to Exercises
Unit 1
Keys to Section A
Keys to Section B
Keys to Section C
Keys to Section D
Unit 2
Keys to Section A
Keys to Section B
Keys to Section C
Keys to Section D
Unit 3
Keys to Section A
Keys to Section B
Keys to Section C
Keys to Section D
Unit 4
Keys to Section A
Keys to Section B
Keys to Section C
Keys to Section D
Unit 5
Keys to Section A
Keys to Section B
Keys to Section C
Keys to Section D
Unit 6
Keys to Section A
Keys to Section B
Keys to Section C
Keys to Section D
Unit 7
Keys to Section A
Keys to Section B
Keys to Section C
Keys to Section D
Unit 8
Keys to Section A
Keys to Section B
Keys to Section C
Keys to Section D
Unit 9
Keys to Section A
Keys to Section B
Keys to Section C
Keys to Section D
Unit 10
Keys to Section A
Keys to Section B
Keys to Section C
Keys to Section D
Unit 11
Keys to Section A
Keys to Section B
Keys to Section C
Keys to Section D
Unit 12
Keys to Section A
Keys to Section B
Keys to Section C
Keys to Section D
Appendixes
Appendix A Rating Scale of Presentation
Appendix B Rating Scale of Business Writing
Appendix C An Example of Memo
Appendix D An Example of Email
Appendix E An Example of Report
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