综合商务英语 第2册PDF电子书下载

Unit 1 Business Ideas 1

Text A Cheap and Cheerful 2

Text B How to Focus on Business Ideas That Create History 11

Chinese and International Culture Tour 15

Case Study 17

Unit 2 Business Shareholders 21

Text A The Rebirth of Stakeholder Capitalism 22

Text B Shareholder Democracy 30

Chinese and International Culture Tour 35

Case Study 37

Unit 3 Career Development 39

Text A Career Development：What Is It and What Factors Influence It？ 40

Text B What Is Career Management？ 49

Chinese and International Culture Tour 54

Case Study 57

Unit 4 Employee Training 59

Text A Strategic Training Spicing Up Business Results 60

Text B Build a Tower,Build a Team 69

Chinese and International Culture Tour 73

Case Study 76

Unit 5 Employee Motivation 79

Text A Understanding Motivation 80

Text B Essential Skills of Motivation 88

Chinese and International Culture Tour 93

Case Study 95

Unit 6 Business Conflict 97

Text A Hard Bargain：Lacking Clear American Leadership,the Global Trade Agenda Is Floundering 98

Text B Why They're Wrong 108

Chinese and International Culture Tour 114

Case Study 117

Unit 7 Marketing 119

Text A The Piggly Wiggly Way 120

Text B Star Wars,Disney and Myth-making 129

Chinese and International Culture Tour 135

Case Study 137

Unit 8 Brands 139

Text A Why Branding Is Important When It Comes to Marketing 140

Text B The Product versus the Brand 148

Chinese and International Culture Tour 153

Case Study 155

Unit 9 Advertising 159

Text A Selecting Advertising Media 160

Text B Is Traditional Advertising Dead？ 171

Chinese and International Culture Tour 177

Case Study 180

Unit 10 Promotion 183

Text A Imperial Ambitions 184

Text B The Psychology of Promotion 196

Chinese and International Culture Tour 201

Case Study 203

附录一 Glossary 205

附录二 TEM-4（2011-2014） 211

TEM-4（2011） 211

TEM-4（2012） 216

TEM-4（2013） 222

TEM-4（2014） 227

References 233