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内容大纲
本书根据北京外国语大学多年的商务英语教学与研究经验编写而成,旨在培养英语技能与商务专业知识兼备的复合型、应用型人才,可供英语专业、商务英语专业及经济管理学等专业的本科生及研究生使用。本书特点如下:
以商务相关专业学生的需求为核心,在训练英语技能的同时,系统介绍商务知识,培养商务交际能力;
选材新颖权威,内容丰富,时代性强,集精读和泛读的特点于一体,便于灵活安排课堂教学:
练习形式多样,包括阅读理解、翻译、口头报告、课堂讨论、小组活动、案例研究、书面分析报告等,体现实用性、趣味性和学术性:
注重教学互动,在提高英语阅读能力的同时,兼顾语言综合能力的训练和批判性思维的培养。 -
作者介绍
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目录
Unit 1 Company Stories
Text A Bow to Your Billionaire Drone Overlord:Frank Wang’S Quest to Put DJI Robots into the Sky
Text B When an App Is Called Racist
Unit 2 Business Ethics.
Text A The Hidden Costs of Organizational Dishonesty
Text B To Do or Not to Do--Ethics in Question
Unit 3 Human Resources
Text A 21st Century Talent Spotting
Text B ANew Game Plan for C Players
Unit 4 I nnovation…
Text A Disruptive Innovation:In Need of Better Theory.
Text B The Innovator’S DNA
Unit 5 Leadership
Text A Leadership Styles
Text B Blue Ocean Leadership.
Unit 6 Foreign Enterprises in the Chinese Market.
Text A Strategies for Competing in a Changed China
Text B Multinational Companies and China:What Future?
Unit 7 Marketing
Text A Customer Value Propositions in Business Markets
Text B Customer—Centered Brand Management
Unit 8 Manufacturing。.
Text A Why US Manufacturing Is Poised for a Comeback(Maybe)
Text B The Magnet for Manufacturing
Unit 9 Macroeconomics
Text A Cross Currents
Text B Better than It Looks
Unit 10 IntellectuaI Property Right.
Text A Role of Intellectual Property in Innovation and New Product Development
Text B How App Developers Can Take on the Pirates
Unit 11 Pricing.
Text A Is It Time to Rethink Your Pricing Strategy?
Text B Pricing to Create Shared Value
Unit 12 Investment
Text A Less—Liquid Investments:Characteristics and Advantages.
Text B Munificent Returns
Unit 13 Sustainability
Text A The Sustainable Economy
Text B Sustainability:The “Embracers”Seize Advantage
Unit 14 Banking and Allb
Text A Twilight ofthe Gods
Text B China Unbound:The Next Stage
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