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现代商务英语综合教程 下 高职高专适用【2025|PDF下载-Epub版本|mobi电子书|kindle百度云盘下载】

现代商务英语综合教程 下 高职高专适用
  • 李荣庆，李全福主编 著
  • 出版社： 天津：天津大学出版社
  • ISBN：9787561837184
  • 出版时间：2011
  • 标注页数：215页
  • 文件大小：9MB
  • 文件页数：223页
  • 主题词：商务－英语－高等学校：技术学校－教材

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图书目录

Unit One The Theory of International Trade1

Pre-reading Discussions for the Text1

Text:The Theory of Comparative Advantage—Historical Overview2

Further Reading One:Reasons for Trade18

Further Reading Two:International Trade and Investment19

Unit Two World Trade Organization22

Pre-reading Discussions for the Text22

Text:What Is the World Trade Organization?22

Further Reading One:World Trade Organization33

Further Reading Two:Regionalism:Friends or Rivals?35

Further Reading Three:WTO Rules:Regional Trade Agreements37

Unit Three Marketing39

Pre-reading Discussions for the Text39

Text:Target Marketing39

Further Reading One:Historical Ears of Marketing52

Further Reading Two:Marketing in the Overall Business53

Further Reading Three:Markets54

Unit Four Marketing Mix57

Pre-reading Discussions for the Text57

Text:The Four Ps58

Further Reading One:Marketing71

Further Reading Two:Marketing Study73

Unit Five Promotion Activities75

Pre-reading Discussions for the Text75

Text:Special Promotional Activities75

Further Reading One:Types of Advertising87

Further Reading Two:Advertising Strategies89

Unit Six Brand Strategy91

Pre-reading Discussions for the Text91

Text:Brand Strategy92

Further Reading One:Products and Services103

Further Reading Two:Names and Identities105

Unit Seven Business and Managerial Ethics107

Pre-reading Discussions for the Text107

Text:Business and Managerial Ethics108

Further Reading One:Ethics in Business119

Further Reading Two:Professions120

Unit Eight Gender and Race in Business122

Pre-reading Discussions for the Text122

Text:Women in History123

Further Reading One:Racial Conflicts136

Further Reading Two:Working Women137

Unit Nine The Stocks139

Pre-reading Discussions for the Text139

Text:The Stocks140

Further Reading One:Market Capitalization151

Further Reading Two:Dividends152

Unit Ten Business Recession154

Pre-reading Discussions for the Text154

Text:Business Recessions155

Further Reading:Business Cycle168

Unit Eleven Free Trade and Protectionism170

Pre-reading Discussions for the Text170

Text:Free Trade and Trade Barriers171

Further Reading:Import Tariffs184

Unit Twelve Intellectual Property Rights187

Pre-reading Discussions for the Text187

Text:Geographical Indication187

Further Reading:Trademarks201

GLOSSARY204

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