现代商务英语综合教程 下 高职高专适用PDF电子书下载

Unit One The Theory of International Trade 1

Pre-reading Discussions for the Text 1

Text:The Theory of Comparative Advantage—Historical Overview 2

Further Reading One:Reasons for Trade 18

Further Reading Two:International Trade and Investment 19

Unit Two World Trade Organization 22

Pre-reading Discussions for the Text 22

Text:What Is the World Trade Organization? 22

Further Reading One:World Trade Organization 33

Further Reading Two:Regionalism:Friends or Rivals? 35

Further Reading Three:WTO Rules:Regional Trade Agreements 37

Unit Three Marketing 39

Pre-reading Discussions for the Text 39

Text:Target Marketing 39

Further Reading One:Historical Ears of Marketing 52

Further Reading Two:Marketing in the Overall Business 53

Further Reading Three:Markets 54

Unit Four Marketing Mix 57

Pre-reading Discussions for the Text 57

Text:The Four Ps 58

Further Reading One:Marketing 71

Further Reading Two:Marketing Study 73

Unit Five Promotion Activities 75

Pre-reading Discussions for the Text 75

Text:Special Promotional Activities 75

Further Reading One:Types of Advertising 87

Further Reading Two:Advertising Strategies 89

Unit Six Brand Strategy 91

Pre-reading Discussions for the Text 91

Text:Brand Strategy 92

Further Reading One:Products and Services 103

Further Reading Two:Names and Identities 105

Unit Seven Business and Managerial Ethics 107

Pre-reading Discussions for the Text 107

Text:Business and Managerial Ethics 108

Further Reading One:Ethics in Business 119

Further Reading Two:Professions 120

Unit Eight Gender and Race in Business 122

Pre-reading Discussions for the Text 122

Text:Women in History 123

Further Reading One:Racial Conflicts 136

Further Reading Two:Working Women 137

Unit Nine The Stocks 139

Pre-reading Discussions for the Text 139

Text:The Stocks 140

Further Reading One:Market Capitalization 151

Further Reading Two:Dividends 152

Unit Ten Business Recession 154

Pre-reading Discussions for the Text 154

Text:Business Recessions 155

Further Reading:Business Cycle 168

Unit Eleven Free Trade and Protectionism 170

Pre-reading Discussions for the Text 170

Text:Free Trade and Trade Barriers 171

Further Reading:Import Tariffs 184

Unit Twelve Intellectual Property Rights 187

Pre-reading Discussions for the Text 187

Text:Geographical Indication 187

Further Reading:Trademarks 201

GLOSSARY 204