新编商务英语阅读教程

Unit 1 Business Negotiation

Text A Musashi—Style Negotiations in Business—Set the Game Board before the Battle Begins

Text B Negotiate Like a Car Salesman： Five Tactics to Help You Win Every Time

Case Study Five Negotiation Tips from Steve Jobs

Unit 2 Public Relations

Text A How to Ride a Storm

Text B Why PR Is the Prescription

Case Study How ADDle Broke the PR Rules—and Got Away with It

Unit 3 Green Business

Text A Desso—Eco—Effectiveness and the Triple Top Line

Text B The New Language of Sustainability： Risk and Resilience

Case Study BMW's Project i and the Future of Fun， Sustainable Mobility

Unit 4 Human Resources

Text A Turning the Tables on Success

Text B In Praise of HR： The Soft Stuff Can Actually Lead to Some Hard Competitive Advantage

Case Study Building an International Talent Pipeline

Unit 5 Business Communication

Text A Conversations Can Save Companies

Text B Digital Boosts Internal Communications

Case Study Lessons in Crisis Communication： An Analysis of BP's Response to the Gulf Oil Disaster

Unit 6 Corporate Social Responsibility

Text A What Businesses Owe the World： Then and Now

Text B First， Make Money.Also， Do Cood.

Case Study Cap Spearheads New Alliance for Bangladeshi Worker Safety

Unit 7 Consumer Behavior

Text A Three Ways to Predict What Consumers Want before They Know It

Text B How Consumers Fool Themselves into Thinking They've Made Good Purchases

Case Study How Ikea Seduces Us

Unit 8 Entrepreneurship

Text A Startup Advice from Seven Successful Entrepreneurs

Text B Entrepreneurship： A Working Definition

Case Study Can Chicago Be the Next Silicon Valley？

Unit 9 Branding Strategy

Text A If You Love Your Brand， Set It Free

Text B Business Branding： Why You Can't Ignore the Value of Being "Cool"

Case Study A Brick by Brick Brand Revival

Unit 10 Business Strategy

Text A Why Wal—Mart Is like a Forest

Text B Battle—Test Your Innovation Strategy

Case Study arget the Right Market

Appendix A Glossary

Appendix B Idioms & Expressions

《高等学校商务英语系列教材:新编商务英语阅读教程(第1册)》共10个单元，每单元由3部分组成：主课文（Text A）、副课文（Text B）和案例分析（Case Study）。本教材选材新颖，内容丰富，专业面广，实用性强，可供高等院校经贸和商务英语专业的学生、具有相应英语水平的商务工作者及商务英语爱好者学习使用。

《高等学校商务英语系列教材:新编商务英语阅读教程(第1册)》由北京清华大学出版社出版。