21世纪大学实用行业英语综合教程教学参考书PDF电子书下载

Unit 1 市场营销 1

Text A Marketing Basics 1

Text B SWOT Analysis—The First Step of Success in Marketing 8

Text C Happy Clients Bring More Business 16

Oral Practice 21

Mini-Project 24

Phrases ＆ Terms 25

Surfing the Internet 25

Video Clip 25

Unit 2 连锁经营 28

Text A Operation of Chain Stores 28

Text B Franchising 35

Text C Case Study—SteinMart 45

Oral Practice 50

Mini-Project 51

Phrases ＆ Terms 52

Surfing the Internet 52

Video Clip 52

Unit 3 国际贸易 54

Text A An Introduction to International Trade 54

Text B Gains from Trade 65

Text C Exporting—An Overview 71

Oral Practice 76

Mini-Project 77

Phrases ＆ Terms 78

Surfing the Internet 78

Video Clip 78

Unit 4 物流 81

Text A Overview of Logistics 81

Text B Components of a Logistics System 91

Text C How Does Third-party Logistics Work? 99

Oral Practice 103

Mini-Project 104

Phrases ＆ Terms 105

Surfing the Internet 105

Video Clip 105

Unit 5 电子商务 107

Text A Introduction to E-commerce 107

Text B Mobile Commerce 116

Text C Amazon Case Study 124

Oral Practice 132

Mini-Project 133

Phrases ＆ Terms 134

Surfing the Internet 134

Video Clip 134

Unit 6 广告 137

Text A Introduction to Advertising（Ⅰ） 137

Introduction to Advertising（Ⅱ） 144

Text B Types of Advertising 150

Text C Brand Loyalty Case Study—Coca-Cola Can Change Up 159

Oral Practice 167

Mini-Project 167

Phrases ＆ Terms 168

Surfing the Internet 168

Video Clip 168

Unit 7 财务会计 170

Text A Introduction to Accounting 170

Text B Cash Flow 178

Text C Internal Control 184

Oral Practice 189

Mini-Project 189

Phrases ＆ Terms 191

Surfing the Internet 191

Video Clip 191

Unit 8 酒店业与旅游业 193

Text A The Changing Hospitality Industry 193

Text B Ecotourism 200

Text C Green Hotels Cater to Increasing Numbers of Eco-conscious Travelers 206

Oral Practice 211

Mini-Project 211

Phrases ＆ Terms 212

Surfing the Internet 212

Video Clip 212

Unit 9 法律与伦理 214

Text A International Commercial Law 214

Text B Anti-piracy Measures 222

Text C Managing the Challenges of the Protection of Intellectual Property Rights 227

Oral Practice 233

Mini-Project 234

Phrases ＆ Terms 235

Surfing the Internet 236

Video Clip 236

Unit 10 信息技术的应用 238

Text A Security and Privacy Challenges in Cloud Computing Environments（Ⅰ） 238

Security and Privacy Challenges in Cloud Computing Environments（Ⅱ） 246

Text B Social Network—Facebook 252

Text C The Smartphone Information Revolution 258

Oral Practice 263

Mini-Project 266

Phrases ＆ Terms 267

Surfing the Internet 267

Video Clip 267

Unit 11 人力资源 269

Text A Functions of Human Resources Management 269

Text B External vs Internal Recruitment 279

Text C Case Study—Cabinet Manufacturer Improves Efficiency with Automated Workforce Management 286

Oral Practice 292

Mini—Project 293

Phrases ＆ Terms 294

Surfing the Internet 294

Video Clip 294

Unit 12 公共关系 297

Text A Public Relations Basics（Ⅰ） 297

Public Relations Basics（Ⅱ） 306

Text B Learning to Use PR Functions 312

Text C The Past and Present of Public Relations 318

Oral Practice 325

Mini-Project 325

Phrases ＆ Terms 326

Surfing the Internet 326

Video Clip 327

Unit 13 企业文化 329

Text A Organizational Culture 329

Text B Culture:Your Environment for People at Work 336

Text C Measuring Organizational Culture（Ⅰ） 342

Measuring Organizational Culture（Ⅱ） 350

Oral Practice 355

Mini—Project 357

Phrases ＆ Terms 358

Surfing the Internet 358

Video Clip 358

Unit 14 创业 361

Text A Thinking of Starting a Small Business?（Ⅰ） 361

Thinking of Starting a Small Business?（Ⅱ） 367

Text B Ten Simple Rules for a Successful Start-up 371

Text C Tips to Get Rich Young 377

Oral Practice 386

Mini—Project 388

Phrases ＆ Terms 390

Surfing the Internet 391

Video Clip 391