商务英语选读：泛读本

目 录 UnitOneTheBiography of the World Famous Economist—John MaynardKeynes 世界著名经济学家——约翰·梅纳德·凯恩斯 Unit TwoThe Biogralphy Ofthe WorldFamous Economist—Milton Friedman 世界著名经济学家——弥尔顿·弗莱德曼 Unit ThreeThe Biography of the World Famous Economist—Paul Samuelson 世界著名经济学家——保罗·萨缪尔森 UnitFourThe Biography Ofthe World Famous Economist—Adam Smith 世界著名经济学家——亚当·斯密 UnitFiveThe Biography Ofthe World Famous Economist—Karl Marx 世界著名经济学家——卡尔·马克思 UnitSixThe EvolutionOfAmerican Business 美国商务的演变 UnitSeven Main Forms OfCommunication inBusiness 商务交流的主要形式 UnitEight Elements of Communication 沟通要素 UnitNine Who Are You as a Communicator 作为沟通者, 你应该扮演何种角色 UnitTen Business and Culture 企业与文化 UnitElevenRecognize Cultural Differences 认识文化差异 Unit Twelve Avoiding Culturally Related Business Blunders 中美文化差异一瞥 Unit Thirteen Negotiating with People from Different Backgrounds Than YourOwn 如何与不同文化背景的人谈判 Unit FourteenTough Negotiator TakesControl 谈判强手占上风 Unit Fifteen Business and Social Responsibility 企业与社会责任感 Unit Sixteen Forms of Business Ownership 企业所有制形式 Unit Seventeen Common Stock and Preferred Stock 普通股与优先股 Unit Eighteen The Job of a Manager 管理者的工作 Unit Nineteen Leadership 领导艺术 Unit Twenty The Quality Imperative 质量的重要性 Unit Twenty-one lnsurance 保险 Unit Twenty-two HowlnsuranceWorks 保险的作用 Unit Twenty-three ForeignExchange 外汇 Unit Twenty-four BuyandBuildDecision 收购与创建决策 Unit Twenty-five Collaboration 合作 Unit Twenty-sixThe Committee on Trade and Environment 贸易与环境委员会 Unit Twenty-seven Public Relations 公共关系 Unit Twenty-eight The Marketing Concept 营销概念 Unit Twenty-nine Issues Affecting International Contracts 影响国际商务合同的种种问题 Unit Thirty Franchising 特许专营 Unit Thirty-one Personal Selling 个人推销 Unit Thirty-two Advertising 广告 Unit Thirty-three He's the Master of His Domain Name 他是域名的主人 Unit Thirty-four Case Study：To Start or Not Start 案例分析：开拓还是放弃麦粥市场 Unit Thirty-five CaseStudy：NestleEnterstheBreakfastCerealMarket 案例分析：雀巢开辟早餐麦粥市场 Unit Thirty-six Case Study：Nike and Reebok inlndonesia 案例分析：耐克和锐步运动系列在印尼 Unit Thirty-seven Case Study：The Two Leading Athletic Footwear Firms in U. S. 案例分析：美国运动系列厂家的领头羊 Unit Thirty-eight CaseStudy：Wal-Mart Rules 案例分析：沃尔玛规则 Unit Thirty-nine Case Study：Haier—China's Manufacturing Beachhead 案例分析：海尔——中国制造业的前头阵地 Unit Forty Case Study：What Should Captain Collinn Do 案例分析：柯林斯队长应该怎么办 Keys to the Exercises