新编国际商务英语阅读教程（第四版）

Part Ⅰ International Business

Unit 1

Text A International Trade Theory

Text B A Tale of Two Nations

Unit 2

Text A Exporting, Importing, and Countertrade

Text B Proust Winery

Unit 3

Text A Non-export Entry Modes--Strategic Alliances

Text B World Wide Pharmaceutical

Unit 4

Text A Foreign Direct Investment

Text B Honda in North America

Part Ⅱ Environments of International Business

Unit 5

Text A International Monetary System

Text B The Fall and Rise of Caterpillar Tractor

Unit 6

Text A Legal Systems in International Business

Text B International Intellectual Property Law

Unit 7

Text A Intellectual Property and Cyberlaw

Text B Emerging Trends in Business Law Online

Unit 8

Text A Cultural Environment in International Business

Text B Control in Multi-national Corporations

Unit 9

Text A Frameworks of Cultural Differences

Text B Organizational Behavior in Action

Unit 10

Text A Demographic Environment

Text B Micromarketing: A New Marketing Era

Part Ⅲ Business Management

Unit 11

Text A Managerial Importance of Customer Behavior

Text B Competitive Advantages through Customer Orientation

Unit 12

Text A Products and Branding in Brand Management

Text B A Glimpse into the Past of Selected Brands

Unit 13

Text A Integrated Marketing Communications

Text B Are Consumer Goods Companies Getting Too \Pushy\?

Unit 14

Text A E-commerce

Text B Competing against the Net: Traditional Retailers

Unit 15

Text A Accounting

Text B Cash Flow Statement

Unit 16

Text A Restructuring Organizations

Text B Reengineering Schlage Lock Company

Unit 17

Text A Entrepreneurs: The Energizers of Small Businesses

Text B King's Beauty Supply

Appendix Keys to Exercises I and 1V