商務英語報刊選讀（簡體書）

《通識教育系列叢書：商務英語報刊選讀》旨在對學習者進行全面而嚴格的商務基礎理論教育及英語語言技能的培訓，讓學習者在閱讀和理解商務英語文章的基礎上，既能學習豐富的商務知識，又能熟悉一些商務方面的英語表達，以便提高跨文化商務交際水平。《通識教育系列叢書：商務英語報刊選讀》適用於商務英語專業的學生，同時也適用於對外經貿、財政金融、工商管理等專業的學生，還可作為從事國際商務經貿工作人員的重要參考資料。．

《商務英語報刊選讀》適用于商務英語專業的學生，同時也適用于對外經貿、財政金融、工商管理等專業的學生，還可作為從事國際商務經貿工作人員的重要參考資料。

Unit 1 Business & IndustryText A Start a BusinessText B Entrepreneurship in China-Let a Million Flowers BloomSupplementary ReadingBuilding Excitement-Can China Avoid a Bubble?Unit 2 Capital MarketsText A Banking IndustryText B Stock ExchangeSupplementary ReadingAmerican Stock Markets-Reversal of FortuneUnit 3 International MarketingText A Business Planning-Marketing PlanningText B Supporting Offline Campaign Launches With Online MarketingSupplementary ReadingOnline-coupon Firms-Groupon AnxietyUnit 4 International Investment and CreditText A A Financial MamageText B How to Promote and Regulate International Investments?Supplementary ReadingMoving Toward a Global Currency Unit 5 Business EliteText A The Resurrection of Steve Jobs：That Which Does Not Kill the Boss of Apple Seems to Make Him StrongerText B Ann Moore: The CEO of TimeSupplementary ReadingSteve Jobs and the iPad of Hope：Apple's Innovation Machine Churns Out Another Game-changing DeviceUnit 6 E-CommerceText A In E-Commerce, More Is MoreText B The Alibaba E-Commerce EmpireSupplementary ReadingOnline Shopping: Selling Becomes SociableUnit 7 Econonuc Globalization and Multinational CorporationText A Globalization vs. Economic SovereigntyText B The World's Top Choice：-China Remains the Most Popular Destination for Foreign Direct InvestmentSupplementary ReadingMcDonald's Eyes Growing Presence in Local MarketUnit 8 Economic Regulations and LawText A U.S.Sets 21st Century Goal: Building a Better Patent OfficeText B Anti-trust Law Treats "All Firms Equally" Over 140 Cases Handled; Rulesin Line With International PrinciplesSupplementary ReadingChina E-commerce Giant Launches Campaign to Fight Online PiracyUnit 9 Economic CrisisText A The Great DepressionText B U.S.Subprime Mortgage CrisisSupplementary Reading10 Ways to Manage Your Money in Economic CrisisUnit 10 Human Resources ManagementText A Capturing the State of Human Resources in An Annual ReportText B The Tech Effect On Human ResourcesSupplementary ReadingRisk Management and Human Resources Team Up to Cut Absence CostsUnit 11 Advertising and PublicityText A Internet AdvertisingText B Beijing Tries to Push beyond " Made in China"Supplementary ReadingThe Harder Hard SellUnit 12 TrainingUnit 13 Corporate CultureUnit 14 Business Ethics and Corporate Social ResponsibilityUnit 15 WTO & ChinaKey to ExercisesReferences．

Text B Supporting Offline Campaign Launches With Online Marketing
As the U. S. online audience begins to see the last of the unconnected users begin seriousuptake, and many formerly light and medium users move to a persistent connection, a fullintegration of Internet marketing into all marketing becomes increasingly critical.
There is more to integrated marketing than just repeating the same message in differentchannels. And, it is not an easy task to get the right balance of in-store promotions, massadvertising and online marketing in one campaign. So how should a brand manager use the onlinechannel as part of the marketing mix when launching a new product?
Based on our experience with consumer goods companies, we have found that there are afew key guidelines that must be kept closely in mind when attempting to use the Internet channelto launch new products.
1. Web sites should be an extension of product packaging. Since your product packaging haslimited space for everything you would like to communicate, you should use your web site as anopportunity for consumers to learn more about your product. Consumers expect to find usefulproduct information on your site, such as recipes, nutrition information, tips and tools onusage, store location and contact information. Most consumers are not interested in viewingcommercials and advertising as they are not using their monitors as TV screens. Slim-fast is a goodexample of a site providing relevant content to its target audience, such a recipes, diet plans,weight control tools and exercise advice.