- 作 者：罗虹，陆志兴主编；刘振艾，胡汉舫副主编
- 出 版 社：武汉：武汉大学出版社
- 出版年份：2005
- ISBN：730704563X
- 标注页数：239 页
- PDF页数：247 页
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Contents 1
Unit 1 Culture and International Communication 1
Text:Etiquette and Protocol in Business 1
Cultural Differences 2
Fast Reading:The Executive's Job in Business Organization 9
Reading Skill and Practice 11
Unit 2 Marketing 15
Text:Marketing vs.Advertising:What's the Difference? 15
Marketing Basics for the Small Business 16
Fast Reading:Storytelling and PR 21
Reading Skill and Practice 24
Unit 3 The Marketing Mix 28
Text:The Four Ps 28
Fast Reading:Your Unique Selling Proposition 36
Reading Skill and Practice 38
Unit 4 Advertising(Ⅰ) 42
Text:What Is Advertising? 42
Want Advertisement 43
ASA 44
Fast Reading:Advertising 49
Reading Skill and Practice 51
Unit 5 Advertising(Ⅱ) 54
Text:The Major Participants in the Advertising Business 54
Various Ways of Selling Products or Services 55
Fast Reading:Color 60
Reading Skill and Practice 62
Text:The Secrets of Business Telephone Success 64
Unit 6 Business Telephone 64
Fast Reading:How to Give a Good Speech 74
Reading Skill and Practice 76
Unit 7 Investment 82
Text:Aspects of Investment 82
Fast Reading:Investments of the Americans 88
Reading Skill and Practice 90
Unit 8 Securities 93
Text:Bonds and Stocks 93
Fast Reading:Company Bonds 100
Reading Skill and Practice 102
Unit 9 Shares and Stocks 105
Text:A Public Limited Company 105
Fast Reading:The Bird of Time 111
Reading Skill and Practice 114
Unit 10 Insurance 117
Text:Property Insurance 117
Liability Insurance 119
Fast Reading:Automobile Insurance 124
Reading Skill and Practice 126
Unit 11 Strategies for Success in Negotiating 129
Text:The Nature of Cross-cultural Negotiation 129
Fast Reading:Eight Steps to Success in Negotiating 135
Reading Skill and Practice 140
Unit 12 International Trade 143
Text:Advantages of International Trade 143
Disadvantages of International Trade 145
Fast Reading:How to Enter Foreign Markets 151
Reading Skill and Practice 153
Unit 13 China's Entry into WTO 158
Text:Deal of the Century 158
Fast Reading:International Marketing 165
Reading Skill and Practice 167
Unit 14 International Organization 169
Text:The International Monetary Fund 169
Fast Reading:Checks 175
Reading Skill and Practice 177
Unit 15 Contract Law 181
Text:Contract Law:Nature and Types 181
Fast Reading:Business Contract 191
Reading Skill and Practice 192
Keys to Exercises 198
Appendix Ⅰ 208
Appendix Ⅱ 222
Appendix Ⅲ 228
Acknowledgements 238