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Improve Your Global Business English

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en Limba Engleză Carte Paperback – 03 Nov 2012
In a business world that spans several continents, it is no longer common for everyone to speak English as a first language. Whether you speak English as a first, second or even third language, intercultural business communication means that getting it right first time has never been more important for you and your organization. English can never be standardized in the global and digital marketplace; instead, we can learn how to customize business English according to our own values and culture and communicate successfully across borders. Improve Your Global Business English creates an awareness in the reader of what to avoid and how to ensure that communications are correctly understood. Very readable and hugely instructive, Improve Your Global Business English provides practical self-study with quizzes, activities and worksheets, helping you to fine-tune your written communication. By mastering the basics, defining your readers and tailoring your message to them, understanding the conventions of different media and understanding cultures, you can enhance your reputation as a truly global, modern player in today's marketplace. If you want your messages to be perceived as you intended, to retain customers or to win new ones, Improve Your Global Business English gives you the background you need. Online supporting resources for this book include supplementary video, self-test questions and answers, templates and a case study on going global
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Specificații

ISBN-13: 9780749466138
ISBN-10: 0749466138
Pagini: 238
Dimensiuni: 141 x 213 x 14 mm
Greutate: 0.32 kg
Editura: Kogan Page

Cuprins


Introduction

01 Writing English for global business
The purpose of this book
Defining readers, customers and target audience
Your audience can be anyone and everyone
Understanding cultures, subcultures and approaches to businesses and workplaces
What to write and how much to write
The three Ss – smart, sophisticated and successful
The three Cs – clear, comprehensible and confident
Worksheet

02 Why do we write in business?
Writing is a soft skill but not a soft option
An outline of the history of English
What is standard and variant English?
English: A global language but is it a global currency?
Defining global business English within your organization
Using office guidelines and in-house style
Worksheet

03 Deciding your business writing objectives in the digital age
The changing face of writing in the digital age
Describing what you and your organization do
Focus on the message, not just the translation
Using online or agency translators
‘Brand you’ and your organization’s brand
Worksheet

04 Common challenges in business English in a global workplace
Presentation, style and fonts matter
The pitfalls of ‘instant’
Scan reading and skim reading
Presentations should always showcase your talent
Anticipate what may be asked
More tips to make business communications easier
Worksheet

05 How does writing in a global economy affect us all?
In a sense we are all selling now
Effective writing opens doors
Letters: A general introduction
Specific tips on salutations and titles – how to address people
Example of a letter asking for information
Should the same letter go to all recipients?
Worksheet

06 Writing e-mails
Evaluate when to use e-mail
Using e-mail efficiently
How poorly written e-mails can undermine performance
Instant text messaging
Multilingual and other e-mail threads
A corporate e-mail policy can help
Writing effective e-mails gets ‘brand you’ noticed
Worksheet

07 Making an impact
The ‘wow factor’ sets you apart
Word power skills
Who takes centre stage?
Build up a dossier of good examples and serve your customers well
Standard written endings can wreck impact
Worksheet

08 Using the global word power skills guide
What is the global word power skills guide?
Being correct for purpose
Write clearly and comprehensibly
Writing for impact
Focus on your readers
Worksheet

09 Report writing
Are your report-writing skills right for today?
Have you evaluated your target audience and your role?
Checklist: Plan before you write
Structure of reports
Different writing styles for different reports
Making your mark and anticipating questions
Writing can put up unintended barriers
Technical reports in a global context
Executive summaries
Worksheet

10 Writing agendas, notes and minutes of meetings
The effect of the digital age on meetings
Were we at the same meeting?
What will go on your agenda?
Action sheets
Style tips for minutes
Defining timescales will help
Converting notes to minutes – the vital stages
Worksheet

11 Personal and company promotion in the digital age
Traditional public relations (PR) promotion and PR promotion in the digital age
Personal promotion today
Are you creating the right publicity?
Standard layout of a press release
Doing the extra to make it work
Words to make an impact
Writing for websites
Advertising and promotional literature for a global market
Worksheet

12 Using word power skills with social networking media
www: words, words, words
Using a Facebook page to promote your product or service
To tweet or not to tweet? How to write for Twitter
Using LinkedIn to promote or share information
The company blog – how useful is it really?
Some writing tips for when you use images and video
Conclusion
Worksheet

13 Quality matters
Why it matters to get it right
Making mistakes is human, isn’t it?
Written mistakes – the impact on readers and businesses
Some common business writing errors in global English
To deal or not to deal with other people’s mistakes
Maintaining a mistake-free zone
Summary
Worksheet

14 Writing tips for everyday business
Punctuation and grammar in global English
Parts of speech
Agreement of subject and verb
Writing a date
Time
Worksheet

15 The kaleidoscope effect – further perspectives for global business English
Mirrors and kaleidoscopes Problems other than the English you use
Offering or requesting support
Diversity in writing – other challenges
Using business English to communicate change
Using the right words to motivate
Burying good news
The way forward
Worksheet

Answers to worksheets

Recenzii

"[A] useful guide for international business people as they advise how to sharpen one's language skills across borders... With tips focused on social media, grammar, and speaking well across borders, 'Improve Your Global Business English' is strongly recommended for business and language collections." --The Midwest Book Review, The Library Bookwatch

"Working with English as a global language takes tact, understanding and finesse, which is why Talbot and Bhattacharjee's text is such a useful tool in learning to express yourself in any culture. As you would expect from a text on clear and effective communication, this book manages to be very readable while simultaneously proving hugely instructive for both the non-native speaker wanting to get to grips with global business language, and the native speaker who just needs to brush up on technique." Elite Business Magazine "The spectre of 'Global' - a hybrid English for an international audience - has loomed large of the business world for years. Though this book sounds initially like a user's guide to the much maligned genre, it's actually based around clear communication in emails and presentations. There's common sense here to be found in abundance." People Management magazine "[A] useful guide for international business people as they advise how to sharpen one's language skills across borders... With tips focused on social media, grammar, and speaking well across borders, 'Improve Your Global Business English' is strongly recommended for business and language collections." The Midwest Book Review, The Library Bookwatch

Notă biografică


Fiona Talbot
runs TQI Word Power Skills, a Business Writing Skills consulting company. She runs workshops and delivers individual coaching at all levels in all sizes of business. She is the author of the Better English series, one of which has been recommended by the FAA, published by Kogan Page. 

Sudakshina Bhattacharjee has worked as a lecturer of journalism at The London College and a lecturer of psychology at Kingston College of Further Education.