《商务英语精读》求取 ⇩

Unit 1 Business and Social Responsibility1

Social Responsibility at American Express11

Unit 2Form of Business Ownership14

From Proprietorship to Corporation25

Owership of corporation26

Unit 3Franchising29

Two Types of Franchises40

Good Training:An Advantage of Franchising41

Unit 4The Job of a Manager43

Profile :Lee Iacocca55

Managerial Skills57

Unit 5 Leadership59

How to Manage Your Boss72

Management and Enterpreneurial Characteristics74

Unit 6 Case Study :What Should Captian Collins Do?76

Case Study:Charlie Has a Shance to Get Ahead87

Educational Background of Successful Managers89

Unit 7 Public Realtions91

Pyblicity103

Unit 8Common Stock and Preferred Stkck107

Investment Strategies119

Bull Markets and Bear Markets121

Unit 9How Insursance Works123

Business Uses of Life Insurance135

No-fault Automobile Insurance137

Unit 10 An Interview with Richard Brandson139

Human Relations at Hewlett-Packard154

Bill Gate of Microsoft156

Unit 11Maslow's Hierarchy of Needs159

Job Rotation and Job Enlargement171

Dealing with Job Stress173

Ubit 12 Orientation and Training176

Toyata Selects Employees for New Pland in Kentucky188

Case Study:Status Reversal191

Unit 13 Employee Interviews193

Hohn Smale of P G206

ExecutiveHeadhunters208

Unit 14 The Marketing Cincept211

Dentists Attract New Patients with Marketing223

Do Mist Firms Practice the Marketing Concept?225

Unit 15 Adertising227

Television as an Advertising Medium238

What an Advertiser Needs240

Unit 16 Personal Selling243

Sales Presentations256

Rational and Emotional Buying Motives259

Appendix ⅠWord Study Index262

Appendix Ⅱ Key to Exercises264