21世纪大学实用行业英语综合教程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 6

Text C Happy Clients Bring More Business 12

Oral Practice 15

Mini-Project 16

Phrases ＆ Terms 17

Surfing the Internet 17

Video Clip 18

Unit 2 连锁经营 19

Text A Operation of Chain Stores 19

Text B Franchising 24

Text C Case Study—Stein Mart 30

Oral Practice 34

Mini-Project 35

Phrases ＆ Terms 35

Surfing the Internet 35

Video Clip 35

Unit 3 国际贸易 37

Text A An Introduction to International Trade 37

Text B Gains from Trade 44

Text C Exporting-An Overview 49

Oral Practice 52

Mini-Project 52

Phrases＆Terms 53

Surfing the Internet 53

Video Clip 53

Unit 4 物流 55

Text A Overview of Logistics 55

Text B Components of a Logistics System 63

Text C How Does Third-party Logistics Work？ 68

Oral Practice 71

Mini-Project 72

Phrases ＆ Terms 72

Surfing the Intemet 73

Video Clip 73

Unit 5 电子商务 74

Text A Introduction to E-commerce 74

Text B Mobile Commerce 80

Text C Amazon Case Study 86

Oral Practice 91

Mini-Project 91

Phrases ＆ Terms 92

Surfing the Internet 92

Video Clip 92

Unit 6 广告 94

Text A Introduction to Advertising（Ⅰ） 94

Introduction to Advertising（Ⅱ） 99

Text B Types of Advertising 103

Text C Brand Loyalty Case Study—Coca-Cola Can Change Up 108

Oral Practice 113

Mini-Project 114

Phrases ＆ Terms 114

Surfing the Internet 114

Video Clip 115

Unit 7 财务会计 116

Text A Introduction to Accounting 116

Text B Cash Flow 122

Text C Internal Control 127

Oral Practice 131

Mini-Project 131

Phrases ＆ Terms 133

Surfing the Internet 133

Video Clip 133

Unit 8 酒店业与旅游业 134

Text A The Changing Hospitality Industry 134

Text B Ecotourism 139

Text C Green Hotels Cater to Increasing Numbers of Eco-conscious Travelers 142

Oral Practice 146

Mini-Project 147

Phrases ＆ Terms 147

Surfing the Intemet 147

Video Clip 148

Unit 9 法律与伦理 149

Text A International Commercial Law 149

Text B Anti-piracy Measures 155

Text C Managing the Challenges of the Protection of Intellectual Property Rights 159

Oral Practice 163

Mini-Project 164

Phrases ＆ Tetms 164

Surfing the Internet 164

Video Clip 165

Unit 10 信息技术的应用 166

Text A Security and Privacy Challenges in Cloud Computing Environments（Ⅰ） 166

Security and Privacy Challenges in C loud Computing Environments（Ⅱ） 172

Text B Social Network—Facebook 176

Text C The Smartphone Information Revolution 180

Oral Practice 184

Mini-Project 184

Phrases ＆ Tems 185

Surfing the Internet 185

Video Clip 185

Unit 11 人力资源 186

Text A Functions of Human Resources Management 186

Text B External vs Internal Recruitment 193

Text C Case Study—Cabinet Manufacturer Improves Efficiency with Automated Workforce Management 198

Oral Practice 202

Mini-Project 203

Phrases ＆ Terms 204

Surfing the Internet 204

Video Clip 205

Unit 12 公共关系 206

Text A Public Relations Basics（Ⅰ） 206

Public Relations Basics（Ⅱ） 212

Text B Learning to Use PR Functions 216

Text C The Past and Present of Public Relations 221

Oral Practice 226

Mini-Project 227

Phrases ＆ Terms 227

Surfing the Internet 227

Video Clip 227

Unit 13 企业文化 229

Text A Organizational Culture 229

Text B Culture:Your Environment for People at Work 234

Text C Measuring Organizational Culture（Ⅰ） 238

Measuring Organizational Culture（Ⅱ） 243

Oral Practice 246

Mini-Proj ect 246

Phrases ＆ Terms 247

Surfing the Intemet 247

Video Clip 247

Unit 14 创业 249

Text A Thinking of Starting a Small Business？（Ⅰ） 249

Thinking of Starting a Small Business？（Ⅱ） 253

Text B Ten Simple Rules for a Successful Start-up 256

Text C Tips to Get Rich Young 260

Oral Practice 266

Mini-Project 269

Phrases ＆ Terms 271

Surfing the Internet 271

Video Clip 271

Glossary 272