- 作 者：董晓波主编；华黎，王辰诚，殷文婷，秦艺洢，周里静副主编
- 出 版 社：北京：对外经济贸易大学出版社
- 出版年份：2011
- ISBN：9787566302199
- 标注页数：262 页
- PDF页数：272 页
请阅读订购服务说明与试读!
订购服务说明
1、本站所有的书默认都是PDF格式，该格式图书只能阅读和打印，不能再次编辑。
2、除分上下册或者多册的情况下，一般PDF页数一定要大于标注页数才建议下单购买。【本资源272 ≥262页】
图书下载及付费说明
1、所有的电子图书为PDF格式，支持电脑、手机、平板等各类电子设备阅读；可以任意拷贝文件到不同的阅读设备里进行阅读。
2、电子图书在提交订单后一般半小时内处理完成,最晚48小时内处理完成。(非工作日购买会延迟)
3、所有的电子图书都是原书直接扫描方式制作而成。
Unit 1 Starting a Business 1
Text A Starting a Business:The Idea Phase 1
Text B How to Launch a Business Abroad 8
Supplementary Reading Can You Make It as an Entrepreneur? 14
Unit 2 Advertising 17
Text A Advertising Strategy 17
Text B Three Things"Mad Men"Taught Us This Season 25
Supplementary Reading 10 Differences between Advertising and Public Relations 31
Unit 3 Marketing 35
Text A Supporting Offline Campaign Launches with Online Marketing 35
Text B Business Planning-Marketing Planning 40
Supplementary Reading Standard Chartered Plans Major Chinese Expansion 47
Unit 4 Training 49
Text A Training Needs Assessment:A Must for Developing an Effective Training Program 49
Text B Training the Trainer 58
Supplementary Reading Ten Tips to Make Training Work 64
Unit 5 Branding 69
Text A The Golden Age of Branding Is Gone,But We Can Bring It Back 69
Text B Building Your Brand and Keeping Your Job 76
Supplementary Reading The Power of Branding 84
Unit 6 Leadership 89
Text A Lessons in Leadership 89
Text B Leadership Is Prime:How Do You Measure Leadership Excellence? 96
Supplementary Reading Leadership Lessons from India 104
Unit 7 International Trade 115
Text A An Introduction to International Trade 115
Text B The Advantages of International Trade 120
Supplementary Reading Barriers to International Trade 124
Unit 8 Corporate Culture 127
Text A What Is Corporate Culture? 127
Text B Creating a Culture of Innovation 134
Supplementary Reading Fortune Global 500—No.1 Walmart 140
Unit 9 Management 145
Text A Management Defined 145
Text B What Does It Take to Become a Successful Leader? 153
Supplementary Reading Management Style 158
Unit 10 Business Ethics 161
Text A Controversial Chemical Poses Challenge for Colgate-Palmolive 161
Text B Ethical Lapse Costs Susan G.Komen Goodwill,Credibility 168
Supplementary Reading Toyota Recall:Five Critical Lessons 172
Unit 11 Trade Fairs 177
Text A China Holds Large Trade Fairs with Hope despite Financial Crisis 177
Text B Guangzhou Trade Fair 181
Supplementary Reading China Upgrades Urumqi Trade Fair,Eyes Broader Eurasia Prosperity 185
Unit 12 Electronic Commerce 189
Text A The Corporate Responsibility Commitment 189
Text B Alibaba Electronic Commerce Mansion Set up in China 194
Supplementary Reading The UK's E-commerce Regulations 197
Unit 13 Economic Crisis 209
Text A The Great Depression 209
Text B Global Economic Recovery Still in Jeopardy 216
Supplementary Reading 10 Ways to Manage Your Money in Economic Crisis 223
Unit 14 Negotiation 227
Text A How to Be a Good Negotiator 227
Text B Silence:A Powerful Negotiation Tool 232
Supplementary Reading Negotiating an Apartment Sublet 238
Unit 15 Cultural Diversity 243
Text A Cultural Diversity,IBM Style 243
Text B Diversity——Is Corporate America on Board? 252
Supplementary Reading What Is'Diversity in the Workplace? 259
References 参考文献 262