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大学商务英语阅读(第2版) - 中国高校教材图书网
书名： 大学商务英语阅读(第2版)
ISBN：978-7-5628-2206-6/H·661 责任编辑：
作者： 穆家骅 王晓光  相关图书 装订：平装
印次：1-1 开本：大32开
定价： ￥35.00　 折扣价：￥31.50
折扣：0.90 节省了3.5元 		字数： 568千字
出版社： 华东理工大学出版社 页数： 376页
出版日期： 2008-01-01 每包册数：
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内容简介：
本书是大学商务英语阅读教程，内容涵盖经济全球化及其引发地经营和管理理念的变化、战略管理、人力资源管理、企业文化、技术管理、营销策略、货物流程、金融及财务等诸多方面。

全书共分十八个章节，每个章节分三个部分，每部分均配有形式各异的联系，以帮助读者巩固所学知识。附录部分分别提供了专业词汇的相应汉语译文，部分专业词语的英语释义及其联系部分参考答案，以备读者参照使用。

作者简介：
 
章节目录：
Chapter 1 Market Economy

Part One Organization of the Market Economy (1)1

Part Two Organization of the Market Economy (2)5

Part Three A FREEMARKET CURE FOR GLOBAL WARMING11

Chapter 2 Strategy and Strategic Management

Part One Strategic Management (1)18

Part TwoS trategic Management (2)23

Part Three BP AMOCO IS COOKING WITH GAS31

Chapter 3 Exerting Strategic Leadership

Part One Exerting Strategic Leadership (1)38

Part Two Exerting Strategic Leadership (2)43

Part Three THE MAN WHO WOULD BE WELCH50

Chapter 4 Human Relations

Part One Motivation and Motivators58

Part Two Developing an Effective Reward Structure61

Part Three COMMERCE REWEAVES THE SOCIAL FABRIC66

Chapter 5 Corporate Culture

Part One Building a StrategySupportive Corporate Culture73

Part Two Managing Diverse Cultures in Mergers and the Global Marketplace76

Part Three LETS TALK TURKEYS81

Chapter 6 Technology and Management for Technological Advantage

Part One Technology and Management Support for Technological Advance 90

Part Two Automation in Service95

Part Three TECH LEADS BOTH UP AND DOWN101

Chapter 7 External Environment

Part One The General Environment108

Part Two The Competitive Environment113

Part Three OFFSHORE BETTING: THE FEDS ARE ROLLING SNAKE EYES121

Chapter 8 Nature of Marketing

Part One Marketing Defined127

Part Two The Evolution of Marketing132

Part Three THE FALL AND RISE OF HARPERCOLLINS139

Chapter 9 Sociocultural Influences on Consumer Behavior

Part One Sociocultural Influences on Consumer Behavior (1)145

Part Two Sociocultural Influences on Consumer Behavior (2)151

Part Three HIGHTECH MARKETERS TRY TO ATTRACT WOMEN WITHOUT CAUSING OFFENSE157

Chapter 1 0Promotion and Marketing Communications

Part One The Role of Promotion163

Part Two Communication Process and Marketing Communications167

Part Three BIG THREE FACE RIVALS WHO GO DOORTODOOR173

Chapter 11 Advertisement and Public Relations

Part One Advertising and Its Economic Impact182

Part Two Public Relations187

Part Three A CRISIS OF CONFIDENCE195

Chapter 12Operations

Part One Operations Function202

Part Two Importance of Operations and Managers Roles207

Part Three J&J STOPS BABYING ITSELF213

Chapter 13 Materials Management

Part One Materials Flow220

Part Two Purchasing and Inventory226

Part Three THE WAR FOR BETTER QUALITY IS FAR FROM WON232

Chapter 14 Global Diversification

Part One A Worldwide Perspective on Strategy238

Part Two Formulating Worldwide Operating Strategies245

Part Three THE BARONS OF OUTSOURCING251

Chapter 15Accounting

Part One Accounting and Financial Statements257

Part Two Qualitative Characteristics of Accounting Information260

Part Three ETHICS BE DAMMED, LETS MERGE265

Chapter 16 Financial Assets

Part One A Monetary Financial Asset ─ Money271

Part Two Nonmonetary Financial Assets276

Part Three A TALK WITH A FATHER OF THE EURO282

Chapter 17 Global Competition and Competitiveness

Part One Global Competition and Continuous Improvement289

Part Two Methods Used to Improve Competitiveness293

Part Three MASTERS OF INNOVATION299

Chapter 18 Computers and Information Systems

Part One The Management of Information System308

Part Two Business Capabilities of Computers313

Part Three INFO TECH： THE PAYOFF IS BIGGER THAN YOU THINK 321

APPENDIX 1 商务专业词语汉语译文 (Part Two Ex. Ⅲ)327

APPENDIX 2 词汇解释 (Articles of Part Three)334

APPENDIX 3 练习答案350

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