21世纪经济的全球化趋势、国际商务活动的日益频繁，对参与国际商务交往人员的跨文化交际能力也提出了更高的要求，越来越显示出对多元文化理解的必要性和跨文化交际能力的重要性。跨文化意识意味着直接的经济效益.一个企业的成功，不仅取决于它的生产能力，而且取决于它的文化能力，在国际商务活动中还取决于它的跨文化交际能力。中外企业在曰益频繁的商务交往中互相影响着彼此之间的文化以及个人价值观，而在这些东西方的跨文化交际中，研究彼此的商业运作模式以及思维方法也必将为有效的交际起到不可低估的作用，因此，培养和提高跨文化交际能力也成为当今英语教学的重要内容。
《全国应用型本科商务英语系列规划教材：跨文化交际基础》从跨文化交际的视角，剖析国际商务交际的实例，介绍与跨文化商务交际相关的理论与实践。
Unit 1 Culture and Intercultural Communication
Warm-up Activities
Text A Culture and Intercultural Communication
Words and Expressions
Exercises
Text B Barriers to Intercultural Communication
Case Study
Unit 2 Cultural Background of Intercultural Business Communication
Warm-up Activities
Text A Cultural Differences in International Business
Words and Expressions
Exercises
Text B Cultural Negotiation Boundaries
Case Study
Unit 3 Intercultural Verbal Communication
Warm-up Activities
Text A Verbal Communication
Words and Expressions
Exercises
Text B A Comparison of American and Japanese Verbal Styles
Case Study
Unit 4 Intercultural Nonverbal Communication
Warm-up Activities
Text A Nonverbal Communication
Words and Expressions
Exercises
Text B Nonverbal Communication in Different Cultures
Case Study
Unit 5 Intercultural Sensitivity
Warm-up Activities
Text A Cultural Sensitivity
Words and Expressions
Exercises
Text B Cross-Cultural Training
Case Study
Unit 6 Gender Differences in Intercultural Business Communication
Warm-up Activities
Text A Gender Differences in the Business world
words and Expressions
Exercises
Text B Women and Negotiation
Case Study
Unit 7 Effective Intercultural Business Communication
Warm-up Activities
Text A Strategies for Effective Intercultural Business Communication
Words and Expressions
Exercises
Text B Results of Poor Cross-Cultural Awareness
Case Study
Unit 8 Intercultural Marketing Communication
Warm-up Activities
Text A Intercultural Advertising
Words and Expressions
Exercises
Text B Global Marketing
Case Study
Unit 9 Intercultural Business Negotiation
Warm-up Activities
Text A Cross-Cultural Negotiation
Words and Expressions
Exercises
Unit 10 Intercultural Conflict
Unit 11 International Business Etiquette
Unit 12 Intercultural Management
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