简介
本书可供高等院校国际贸易、国际金融、国际经济法、国际旅游、英语专业（商务英语方向）等专业以及其他相关专业高年级学生使用，可供辅修经济、贸易、管理、金融等专业的学生使用，可用作高年级学生商务英语选修课的教材，同时还可供国际经贸工作人员参考使用。教材特色：第一，本书简明介绍外贸各个环节的背景、业务知识，使有一定商务知识的学习者能够重温所学业务知识，未学过的也能略知一、二。第二，根据国际商务业务进行的各个环节讲解商务英语信函的写作方法，并包括大量示范函电，使学习者容易理解和吸收。第三，在书中对有关商务函电写作的各种词汇、表达方式进行总结和归纳，以便学习者能够熟练掌握国际商务业务中的英语术语、缩略语、惯用句型和表达方法。第四，本书主要适用于大学学年一个学期的学习，内容量比较适中。
目录
unit 1 entering foreign markets
text a deciding how to enter foreign markets
text b cooperative joint ventures in china
unit 2 international trade theories
text a basic theories of international trade
text b protectionism versus free trade
unit 3 international trade in services
text a the importance of services in international trade:defining trade in services
text b services in the world economy
unit 4 technology transfer
text a understanding technology transfer
text b international technology transfer and intellectual property rights
unit 5 trade barriers
text a forms of trade barriers
text b how to hurdle the barrier
unit 6 international trade of china
text a china' s trade: growth and diversification
text b china, us complementary in trade
unit 7 marketing strategy
text a the four p's of the marketing strategy
. text b uncontrollable variables in marketing strategy
unit 8 marketing environment
text a the major macroenvironment forces
text b host country political and legal environment
unit 9 advertising
text a the world of advertising
text b television advertising and radio advertising
unit 10 international payment
text a basic methods of international payments and settlements
text b multinational and foreign exchange
unit 11 foreign exchange rate
text a the functions of the foreign exchange market
text b the asian crisis
unit 12 securities market
text a why do securities markets exist
text b investment management in the 1990s
unit 13 monetary policy and fiscal policy
text a the basic idea of monetary and fiscal policy
text b china' s monetary policy in the coming years
unit 14 international corporate governance
text a international corporate governance
text b corporate governance in china
unit 15 human resources management
text a human resources management
text b job termination and retirement
unit 16 global logistics
text a global integrated logistics
text b logistics in creating a recycling economy
unit 17 e-commerce
text a understanding e-commerce
text b understanding e-commerce in china
unit 18 international business organizations
text a world trade organization
text b asia-pacific economic cooperation
key
glossary
text a deciding how to enter foreign markets
text b cooperative joint ventures in china
unit 2 international trade theories
text a basic theories of international trade
text b protectionism versus free trade
unit 3 international trade in services
text a the importance of services in international trade:defining trade in services
text b services in the world economy
unit 4 technology transfer
text a understanding technology transfer
text b international technology transfer and intellectual property rights
unit 5 trade barriers
text a forms of trade barriers
text b how to hurdle the barrier
unit 6 international trade of china
text a china' s trade: growth and diversification
text b china, us complementary in trade
unit 7 marketing strategy
text a the four p's of the marketing strategy
. text b uncontrollable variables in marketing strategy
unit 8 marketing environment
text a the major macroenvironment forces
text b host country political and legal environment
unit 9 advertising
text a the world of advertising
text b television advertising and radio advertising
unit 10 international payment
text a basic methods of international payments and settlements
text b multinational and foreign exchange
unit 11 foreign exchange rate
text a the functions of the foreign exchange market
text b the asian crisis
unit 12 securities market
text a why do securities markets exist
text b investment management in the 1990s
unit 13 monetary policy and fiscal policy
text a the basic idea of monetary and fiscal policy
text b china' s monetary policy in the coming years
unit 14 international corporate governance
text a international corporate governance
text b corporate governance in china
unit 15 human resources management
text a human resources management
text b job termination and retirement
unit 16 global logistics
text a global integrated logistics
text b logistics in creating a recycling economy
unit 17 e-commerce
text a understanding e-commerce
text b understanding e-commerce in china
unit 18 international business organizations
text a world trade organization
text b asia-pacific economic cooperation
key
glossary
Reading course in business English
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