新编国际商务英语阅读教程PDF电子书下载

Part Ⅰ International Business 2

Unit 1 2

Text A International Trade Theory（国际贸易理论） 2

Text B A Tale of Two Nations 24

Unit 2 27

Text A Exporting，Importing，and Countertrade（出口、进口与对等贸易） 27

Text B Proust Winery 46

Unit 3 50

Text A Non-export Entry Modes—Strategic Alliances（非出口打入方式——战略联盟） 50

Text B World Wide Pharmaceutical 69

Unit 4 74

Text A Foreign Direct Investment（外国直接投资） 74

Text B Honda in North America 92

Part Ⅱ Environments of International Business 96

Unit 5 96

Text A International Monetary System（国际货币体系） 96

Text B The Fall and Rise of Caterpillar Tractor 117

Unit 6 120

Text A Legal Systems in International Business（国际商务中的法律体系） 120

Text B International Intellectual Property Law 134

Unit 7 142

Text A Intellectual Property and Cyberlaw（知识产权与网络法） 142

Text B Emerging Trends in Business Law Online 162

Unit 8 165

Text A Cultural Environment in International Business（国际商务中的文化环境） 165

Text B Control in Multi-national Corporations 180

Unit 9 186

Text A Regional Economic Integration（区域经济一体化） 186

Text B The Europe Union（EU） 199

Unit 10 202

Text A Demographic Environment（国际商务环境中的人口环境） 202

Text B Micromarketing：A New Marketing Era 216

Part Ⅲ Business Management 220

Unit 11 220

Text A Managerial Importance of Customer Behavior（消费者行为管理的重要性） 220

Text B Competitive Advantages through Customer Orientation 237

Unit 12 241

Text A Products and Branding in Brand Management（名牌产品与品牌管理） 241

Text B A Glimpse into the Past of Selected Brands 262

Unit 13 265

Text A Integrated Marketing Communications（整合营销传播） 265

Text B Are Consumer Goods Companies Getting Too“Pushy”？ 278

Unit 14 280

Text A E-commerce（电子商务） 280

Text B Competing against the Net：Traditional Retailers 297

Unit 15 301

Text A Accounting（会计） 301

Text B Cash Flow Statement 317

Unit 16 321

Text A Restructuring Organizations（公司重组） 321

Text B Reengineering Schlage Lock Company 343

Unit 17 347

Text A Human Resource Management in the Global Firm（全球性企业的人力资源管理） 347

Text B International Labor Relations 360

Appendix Keys to Exercises Ⅰ and Ⅳ（练习Ⅰ和Ⅳ参考答案） 364