| 词条 | 职通商务英语综合教程4 |
| 释义 | 图书信息书 名: 职通商务英语综合教程4 作 者：贺雪娟 出版社： 高等教育出版社 ISBN: 9787040320282 出版时间： 2011年8月1日 开本： 16开 定价: 37.50元 内容简介《职通商务英语综合教程4》将商务专业知识和跨文化商务交际能力与英语语言运用技能结合在一起，以学生为中心，以商务为环境，以商贸岗位任务为路径，以商务交际为目的，由浅入深，循序渐进，通过对学生听、说、读、写、译等基本技能的全面训练，培养学生通晓商务技能，掌握英语知识以及在未来岗位中完成商务任务和商务交际的能力。 图书目录Unit 1 Corporate Innovation Section Ⅰ Opening Case Apple Sends a New Signal to Consumers 2 Section Ⅱ Related Theories 4 Section Ⅲ Case Study Products and Services: Innovation Matters A Case Study of Google Inc. 5 Section Ⅳ Focus on Skills 11 Section Ⅴ Business Humor A Car as Collateral 15 Unit 2 International Operations16 Section Ⅰ Opening Case Logitech~ Global Operations 17 Section Ⅱ Related Theories 19 Section Ⅲ Case Study How the Swedish Retailer Became a Global Cult Brand A Case Study of IKEA 21 Section Ⅳ Focus on Skills 27 Section Ⅴ Business Humor True Definition of Globalization 30 Unit 3 Strategic Management Section Ⅰ Opening Case What Does Geely Gain from the Volvo Deal？ 32 Section Ⅱ Related Theories 34 Section Ⅲ Case Study The Strategy of Eastman Kodak Company A Case Study 36 Section Ⅳ Focus on Skills 43 SectionⅤ Business Humor You Must Be an Engineer 46 Unit 4 International Marketing 48 SectionⅠ Opening Case The Market Segmentation of P&G 49 Section Ⅱ Related Theories 51 SectionⅢ Case Study Focusing on Marketing Strategy with Segmentation and Differentiation A Case Study of FedEx Corp. 52 Section Ⅳ Focus on Skills 57 SectionⅤ Business Humor Managers and Engineers 61 Unit 5 E-Commerce62 Section Ⅰ Opening Case E-Commerce: Challenges of Amazon in Book Publishing 63 Section Ⅱ Related Theories 66 Section ⅢCase Study Electronic Commerce at eBay 69 Section Ⅳ Focus on Skills 74 Section Ⅴ Business Humor The Phone 77 Unit 6 International Franchising78 Section Ⅰ Opening Case KFC —— Gold Standard in Franchising 79 Section Ⅱ Related Theories 81 Section Ⅲ Case Study Kremed~ —— The Rise and Fall of Krispy Kreme Is a Cautionary Tale of Ambition, Greed, and Inexperience. 83 Section Ⅳ Focus on Skills 90 Section Ⅴ Business Humor A Beggar's Franchising 93 Unit 7 Global Supply Chain Management94 Section Ⅰ Opening Case DelI's Selling Computer Directly to Customers 95 Section Ⅱ Related Theories 98 Section Ⅲ Case Study Supply Chain Management Practices —— A Case Study of Wal-Mart 101 Section Ⅳ Focus on Skills 107 Section Ⅴ Business Humor The Shredder 110 Unit 8 Venture Investment111 Section Ⅰ Opening Case IDG in China 1"12 Section Ⅱ Related Theories 114 Section Ⅲ Case Study KPCB: The World Leading Venture Capital Firm —— A Case Study of KPCB 116 Section Ⅳ Focus on Skills 123 Section Ⅴ Business Humor A Doctor's Wise Investment 127 Unit 9 International Service Outsourcing Unit 10 INtercultural Business Communication Glossary |
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