本教材是“当代商务英语阅读教程”之一的第一分册，全册共16个单元，在编排上适合于以话题为基础的内容英语教学模式，每个大单元分为4个片段(Extracts)和2个链接：“文化链接”和“相关链接”。每个片段在内容上可以独立存在，与其他片段在话题内容上有关联，有一定系统性；“链接”涉及与话题有关的背景材料，当中有人文因素较强的故事性的文体阅读。

本教材适合英语专业的大专院校师生阅读、使用。

本教材是专门为高职高专商务英语专业学生而精心编写的。由著名英语专家主编，高职商务英语教学一线骨干教师、本科商务英语教学专家、英语语言教育专家和企业商务英语培训教师联袂编写，由外籍商务英语专家审定把关。本教材有以下特点：起点、难度适当，符合高职学生的实际特点；注重语言基本功，强化阅读技能训练；富有时代特色，商务与语言有机的衔接；重在培养职业能力，适应商务职场的需要；配有光盘、多媒体课件及网站，方便课余巩固。

Unit 1 商标知多少

 Topic—based Content：Trademark，Brand and Logo

 Topic Reading：Extracts of Trademark，Brand and Logo

 Extract 1：Trademarks

 Extract 2：The Trademark Application Process

 [实例链接]Li nk to Authentic Document：Sample Trademarks

 Extract 3：Brand&Log0

 Extract 4：Coca—Cola

 [文化链接]Culture Link：Branding—It's All about Focus

 [实例链接]Link to Authentic Document：Trademark Assignment

Unit 2 广告风云录

 Topic—based Content：Advertising Industry

 Topic Reading：Extracts of Advertising Industry

 Extract 1：Advertising

 Extract 2：Advertising Media

 [相关链接]Related Link：Background History of Advertising

 [文化链接]Culture Link：The Top Tens on the Internet

 Extract 3：Misleading Advertising

 Extract 4：Advertising Careers

 [文化链接]Culture Link：Authentic Advertisements

Unit 3 广告妙语

 Topic—based Content：Language of Advertising

 Topic Reading：Extracts of Language of Advertising

 Extract 1：Opinions on Advertising Language

 Extract 2：Copywriting and Copywriter

 [文化链接]Culture Link：Nice’n Easy

 Extract 3：Creative Work by Copywriters

 Extract 4：The Future of Ad Writing

 [文化链接]Culture Link：Effective Ads

 [阅读链接]Link to Reading Attack Skill：Acronym

Unit 4 传媒巨子风云录

 Topic—based Content：Time Warner

 Topic Reading：Extracts of Time Warner

 Extract 1：Time Warner Inc．

 Extract 2：Values of Time Warner

 Extract 3：From Time Warner to AOL Time Warner and to Time Warner(TWX)

 Extract 4：Background of the Merger

 [文化链接]Culture Link：The Future of Digital Media

Unit 5 营销为王

 Topic—based Content：Marketing Mix

 Topic Reading：Extracts of Marketing Mix

 Extract 1：Marketing Plan

 Extract 2：Marketing Mix

 [相关链接]Related Link：McDonald’s Five P's

 Extract 3：The Product Life Cycle

 Extract 4：HOW to Create a Marketing Plan

 [文化链接]Culture Link：The Five Roles of a Great Leader

 [阅读链接]Link to Reading Attack Skill：“一driven”Compound Words

Unit 6 探秘营销模式

 Topic—based Content：Market and Marketing Moulds

 Topic Reading：Extracts of Market and Marketing Moulds

 Extract 1：Market and Marketing

 Extract 2：Projecting Market Share

 [相关链接]Related Link：Network Marketing—Internet Business Do’S and Don’ts

 Extract 3：Internet Based Network Marketing Success

 Extract 4：Creating New Retailing Moulds

 [文化链接]Culture Link：Supermarket Competition in UK

Unit 7 销售文化

 Topic—based Content：Different Kinds of Sales Cultures

 Topic Reading：Extracts of Different Kinds of Sales Cultures

 Extract 1：Car Boot Sale

 Extract 2：Some Other Sales or Shops

 [文化链接]Culture Link：1 6 eBay Success Secrets

 Extract 3：Yard Sales and Garage Sales

 Extract 4：Will Wal—Mart Last Forever?

 [文化链接]Culture Link：Five—and—Dime Store

 [相关链接]Related Link：Building Your MLM Business

Unit 8 期中复习

 Topic—based Content：A Review of the Content from Unit 1 to Unit 7

 Topic Reading：Extracts about Marketing Mix

 Extract 1：Definitions of Advertising

 Extract 2：Is Your Product D．U．M．B．Enough to Take Overseas?

 Extract 3：How to Avoid Blunders in Advertising?

Unit 9 知识产权必知录

 Topic—based Content：Intellectual Property and Patent

 Topic Reading：Extracts of Intellectual Property and Patent

 Extract 1：Intellectual Property

 Extract 2：World Intellectual Property Organization

 [实例链接]Link to Authentic Document(1)：IPA

 [实例链接]Link to Authentic Document(2)：Patent

 Extract 3：Patent and Its Application

 Extract 4：Infringement&Piracy

 [文化链接]Culture Link：Patents and Inventions

 A Press Release

 [实例链接]Link to Authentic Documents(3)：Copyright

 [阅读链接]Link to Reading Attack Skills：Parallel Structure

Unit 10 网络&“E”生活

 Topic—based Content：Network and E—Life

 Topic Reading：Extracts of Network and E—Life

 Extract 1：Intemet and E—Life

 Extract 2：Online Shopping

 [相关链接]Related Link：E—mail

 Extract 3：Information Technology and e—mail

 Extract 4：Applications of Networked Multimedia

Unit 11 点击电子商务

 Topic—based Content：Interact and E—Commerce

 Topic Reading：Ext瑚lcts of Interact and E—Commerce

 Extract 1：ABCs of E—Commerce(1)

 Extract 2：ABCs of E—Commerce(2)

 [文化链接]Culture Link：TV Is Dying?Long Live TV!

 Extract 3：Windows VistaTM

 Extract4：Will iPods Bring New Fans to TV Shows7

 [相关链接]Related Link：How to Use the Internet

 [阅读链接]Link to Reading Attack Skills：Transferred Negative

Unit 12 货币大观

 Topic—based Content：Money and Its Types

 Topic Reading：Extracts of Money and Its Types

 Extract 1：Types of Money

 Extract 2：Monetary Standards

 [相关链接]Related Link：Currency Codes＆Symbols f Signs)

 [相关链接]Related Link：Foreign Exchange

 Extract 3：Monetary Systems

 Extract 4：Eurosystem and the European Central Bank

 [文化链接]Culture Link：Inventor Who Coined Euro Sign Fights for

 Recognition

Unit 13 银行业务窥奥 

 Topic—based Content：Banking

 Topic Reading：Extracts of Banking

 Extract 1：Banking

 Extract 2：Banking in the United States and Other Countries

 [相关链接]Related Link：Banking History

 Extract 3：Credit Cards

 Extract 4：The History of Credit Cards

 [文化链接]Culture Link：Bank Holiday

Unit 14 交易小百科

 Topic—based Content：Commodity Transactions

 Topic Reading：Extracts of Commodity Transactions

 Extract 1：Commodity Transactions

 Extract 2：The Futures Market

 [文化链接]Culture Link：Chicago Mercantile Exchange Inc．

 Extract 3：Different Order Types

 Extract 4：Free Trade

 [相关链接]Related Link：Trade FalrS

Unit 15 社会保障

 Topic—based Content：Social Security

 Topic Reading：Extracts of Soci~Security

 Extract 1：Social Security

 Extract 2：Health Insurance in the United States

 [实例链接]Link to Authentic Document：Promotional Letter—Auto

 I nsurance

 Extract 3：Life Insurance

 Extract 4：Some Other Insurance Items

 [相关链接]Related Link：The Insurance Industry and Insurance Companies

Unit 16 期末复习

 Topic—based Content：A Review of the Content from Unit 9 to Unit 15

 Topic Reading：Extracts about Protecting the Legitimate Rights

 Extract 1：How Trademarks Differ from Patents and Copyrights

 Extract 2：What Is Piracy?Why Is Piracy Illegal?

 Extract 3：Business Models

参考文献