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职通商务英语（第二版）综合教程4
职通商务英语（第二版）综合教程4
“十二五”职业教育国家规划教材
作者：
贺雪娟
定价：
39.50元
版面字数：
265.00千字
开本：
16开
装帧形式：
平装
页数：
172
最新:印次时间：
2020年11月
ISBN：
978-7-04-044636-4
物料号：
44636-00
出版时间：
2016年2月
读者对象：
高等职业教育
一级分类：
外语类
二级分类：
商务英语专业
三级分类：
商务英语综合
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前辅文
Unit 1 Corporate Innovation
Section I Opening Case Apple Sends a New Signal to Consumers
Section II Related Theories
Section III Case Study Products and Services: Innovation Matters — A Case Study of Google Inc.
Section IV Focus on Skills
Section V Business Humor A Car as Collateral
Unit 2 International Operations
Section I Opening Case Logitech’s Global Operations
Section II Related Theories
Section III Case Study How the Swedish Retailer Became a Global Cult Brand — A Case Study of IKEA
Section IV Focus on Skills
Section V Business Humor True Definition of Globalization
Unit 3 Strategic Management
Section I Opening Case What Does Geely Gain from the Volvo Deal?
Section II Related Theories
Section III Case Study The Strategy of Eastman Kodak Company — A Case Study
Section IV Focus on Skills
Section V Business Humor You Must Be an Engineer
Unit 4 International Marketing
Section I Opening Case The Market Segmentation of P&G
Section II Related Theories
Section III Case Study Focusing on Marketing Strategy with Segmentation and Differentiation — A Case Study of FedEx Corp.
Section IV Focus on Skills
Section V Business Humor Different Aspects of Marketing
Unit 5 E–Commerce
Section I Opening Case E–Commerce: Challenges of Amazon in Book Publishing
Section II Related Theories
Section III Case Study Electronic Commerce at eBay
Section IV Focus on Skills
Section V Business Humor The Phone
Unit 6 International Franchising
Section I Opening Case KFC — Gold Standard in Franchising
Section II Related Theories
Section III Case Study Kremed! — The Rise and Fall of Krispy Kreme Is a Cautionary Tale of Ambition, Greed, and Inexperience.
Section IV Focus on Skills
Section V Business Humor A Beggar’s Franchising
Unit 7 Global Supply Chain Management
Section I Opening Case Dell’s Selling Computer Directly to Customers
Section II Related Theories
Section III Case Study Supply Chain Management Practices — A Case Study of Wal-Mart
Section IV Focus on Skills
Section V Business Humor The Shredder
Unit 8 Venture Investment
Section I Opening Case IDG in China
Section II Related theories
Section III Case Study KPCB: The World Leading Venture Capital Firm — A Case Study of KPCB
Section IV Focus on Skills
Section V Business Humor A Doctor’s Wise Investment
Unit 9 International Service Outsourcing
Section I Opening Case Focusing on Core Competencies
Section II Related Theories
Section III Case Study A Chinese Outsourcing Company in Japanese Market
Section IV Focus on Skills
Section V Business Humor Outsourcing
Unit 10 Intercultural Business Communication
Section I Opening Case Key to VW’s Success in America Is Cultural Understanding
Section II Related Theories
Section III Case Study Euro Disney: From Dream to Nightmare — A Case Study of Disney
Section IV Focus on Skills
Section V Business Humor The New Manager
Glossary
Useful Expressions
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