序

前言

Unit 1 Introduction to Marketing

◆Objectives 

◆Listening

◆Reading

◆Vocabulary Drills

◆Grammar Focus

◆Speaking Skills

◆Translation Drills

◆Writing Drills 

Unit 2 Customer Behavior

◆Objectives

◆Listening 

◆Reading。

◆Vocabulary Drills

◆Grammar Focus

◆Speaking Skills

◆Translation Drills

◆Writing Drills 

Unit 3 Target Marketing

◆Objectives

◆Listening 

◆Reading

◆Vocabulary Drills

◆Grammar Focus

◆Speaking Skills

……

Unit 4 Branding

Unit 5 Pricing

Unit 6 Advertising

Unit 7 Marketing Environment

Unit 8 Business Strategies

Unit 9 Competitive Advantage

Unit 10 Strategic Alliance

Unit 11 Merger and Acquisition

Unit 12 Localization

Unit 13 Globalization

Unit 14 Technology and Digital Revolution

Unit 15 Management Gurus

Unit 16 Legendary CEOS

Appendix

商务英语属于专门用途英语，国外大学多将其归为ESP(English for specialPurposes)。这套教材共14本，包括读写、视听说、写作、口译，涵盖了商务英语的基本主体课程。编者基于“商务知识+英语能力=核心竞争力”的编写理念，力求在企业战略、市场营销、人力资源、企业文化、经营运作等商务语境中培养学生的英语交际能力。