新编国际商务英语阅读教程

Part Ⅰ International Business Unit 1 2 Text A International Trade Theory (国际贸易理论) 2 Text B A Tale of Two Nations 26 Unit 2 29 Text A Exporting，Importing，and countertrade (出口、进口与对等贸易) 29 Text B Proust Winery 50 Unit 3 53 Text A Non export Entry Modes—Strategic Alliances (非出口打入方式——战略联盟) 53 Text B World Wide Pharmaceutical 74 Unit 4 80 Text A Foreign Direct Investment (外国直接投资) 80 Text B Honda in North America 100 Part Ⅱ Environments of International Business Unit 5 104 Text A International Monetary System (国际货币体系) 104 Text B The Fall and Rise of Caterpillar Tractor 127 Unit 6 131 Text A Legal Systems in International Business (国际商务中的法律体系) 131 Text B International Intellectual Property Law 147 2 新编国际商务英语阅读教程 Unit 7 155 Text A Intellectual Property and Cyberlaw (知识产权与网络法) 155 Text B Emerging Trends in Business Law Online 177 Unit 8 181 Text A Cultural Environment in International Business (国际商务中的文化环境) 181 Text B Control in Multi national Corporations 198 Unit 9 204 Text A Regional Economic Integration (区域经济一体化) 204 Text B The Europe Union (EU) 218 Unit 10 221 Text A Demographic Environment (国际商务环境中的人口环境) 221 Text B Micromarketing：A New Marketing Era 236 Part Ⅲ Business Management Unit 11 240 Text A Managerial Importance of Customer Behavior (消费者行为管理的重要性) 240 Text B Competitive Advantages through Customer Orientation 259 Unit 12 262 Text A Products and Branding in Brand Management (名牌产品与品牌管理) 262 Text B A Glimpse into the Past of Selected Brands 285 Unit 13 289 Text A Integrated Marketing Communications (整合营销传播) 289 Text B Are Consumer Goods Companies Getting Too“Pushy”？ 303 Unit 14 306 Text A E commerce (电子商务) 306 Text B Competing against the Net：Traditional Retailers 324 Unit 15 329 Text A Accounting (会计) 329 Text B Cash Flow Statement 346 3 Contents Unit 16 351 Text A Restructuring Organizations (公司重组) 351 Text B reengineering Schlage Lock Company 375 Unit 17 379 Text A Human Resource Management in the Global Firm (全球性企业的人力资源管理) 379 Text B International Labor Relations 393