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Overview

The best-selling text for the Business Spanish course, ÉXITO COMERCIAL gives post-intermediate students of Spanish a solid foundation in business vocabulary, basic business and cultural concepts, and situational practice that will prepare them for success in today's Spanish-speaking business world. This comprehensive and definitive program integrates textual, aural, visual, and web-delivered media to deliver the most complete instructional and learning experience. More than just a handbook containing frequently used business terms and grammatical constructions, ÉXITO COMERCIAL turns students into potential professionals by improving the critical thinking and problem-solving skills needed in the business world. Each chapter incorporates a representative variety of situations, transactions, and conflicts into real-life communicative activities and simulations that challenge students to find effective and profitable solutions while developing geo-demographic literacy and cross-cultural communication skills.

Michael Scott Doyle, University of North Carolina, Charlotte

Dr. Michael Scott Doyle (PhD, University of Virginia) is a Professor of Spanish, Business Spanish and Business Language Studies, and Translation Studies at the University of North Carolina at Charlotte. He served as a Distinguished Visiting Professor of Spanish at the United States Air Force Academy during the 2013-2014 academic year. At UNC Charlotte he chaired the Department of Foreign Languages from 1993-99. He has also served as Graduate Director, Director of the Certificate in Business Spanish, and Director of the undergraduate and graduate Certificates in Translating and Translation Studies at UNC Charlotte. He chaired the Department of Spanish and Portuguese at San Diego State University (1991-93). To date, Dr. Doyle has 87 publications (71 single-authored), among them 14 books (12 co-authored, 1 translation, and 1 guest-edited monographic volume), 4 book chapters, 35 articles and essays, 1 case study, 7 interviews, 1 edited proceedings volume, and 11 translations (short-story length). Most recently, he is the author of four articles on Business Spanish, Business Language Studies, and Language for the Professions and Specific Purposes: “Business Language Studies in the United States: On Nomenclature, Context, Theory, and Method” (The Modern Language Journal); “Business Spanish in the United States: Evolution, Method and Markets” (Cuadernos de ALDEEU); “Continuing Provisional Theoretical Cartography in the LSP Era” (Scholarship and Teaching on Languages for Specific Purposes); and “Core Didactic Thematics and Methodology in Business Spanish: Developing Leadership with Integrity as a Priority for Language for the Professions and Specific Purposes” (Hispania). He is certified by the American Translators Association (ATA) in both Spanish to English and English to Spanish translation.

T. Bruce Fryer, University of South Carolina, Columbia/University of South Carolina, Beaufort

T. Bruce Fryer (PhD, University of Texas-Austin) is Distinguished Professor Emeritus of Spanish at the University of South Carolina-Columbia where he taught from 1970-2005. He worked with the Master’s of International Business Program for 28 years, and for 22 years he directed Faculty Development in International Business (FDIB) workshops for Spanish professors through the Center for International Business (CIBER) at USC. He has worked in the area of language for business and the professions in Colombia, Costa Rica, Mexico, Venezuela, Costa Rica, Spain, Puerto Rico, and Trinidad and Tobago and he continues to serve on numerous editorial boards for business language instruction. He is co-author or editor of twenty articles or chapters dealing with the preparation of teachers for the professions, appearing in the Modern Language Journal, Hispania, and Foreign Language Annals, and 15 books including Spanish for the Business Traveler, and Spanish and Portuguese for Business and the Professions (AATSP), along with this text. He is author of “Languages for Specific Purposes: Curriculum Creation and Implementation in the United States” in the focus issue on Language for Special Purposes for The Modern Language Journal (2012). Results of his Fulbright study in Equatorial Guinea were published in the Afro-Hispanic Review. In a career spanning 55 years, he has taught Spanish language, linguistics, and culture at all levels of instruction. He most recently has taught at the University of South Carolina-Beaufort (2006-2016).
  • The Sixth Edition of ÉXITO COMERCIAL will showcase two NEW video segments focusing on conversational strategies for effective networking and communication.
  • In addition to the continuing emphasis on business ethics, titled Integridad y ética empresariales, highlighted in the previous edition, a new boxed minifeature entitled Liderazgo co-initiates each chapter with quotes and a critical thinking activity emphasizing business leadership, which has been a focal point of the Éxito comercial project since its first edition in 1991; thus, business ethics and leadership constitute a combined overall framework for this sixth edition.
  • A completely revised and consolidated opening chapter focused on the macroeconomic and cultural contexts of global trade, particularly as these relate to Spanish-speaking countries and communities, titled La economía global y el mundo hispano: Contextos, metas y requisitos, which includes a new section on leadership, integrity, and ethics in business (Liderazgo, integridad y ética empresariales: Atributos clave para nuestros futuros líderes), numeric expression in Spanish, and a much earlier introduction to fundamentals such as the name, nationality, capital, and currency of each of the Spanish-speaking countries.
  • Updated Lectura comercial, Vista panorámica, and Lectura cultural sections with particular global emphasis on the importance of the service industries and new technologies.
  • Additional lexical entries that reflect the ongoing evolution of technologies and functional business areas themselves, as well as variations that expose students to even more terms and regional expressions.
  • Greater emphasis on the Internet and new technologies woven throughout the chapter and readings.
  • Several new and updated authentic Para pensar readings.
  • Addition of two new video segments for Chapters 1 and 2, thus completing a comprehensive visual experience for each of the fourteen chapters, including an additional video segment (accompanying Appendix 4) dedicated to practice for the successful job interview in Spanish.
  • Full integration of the video segments and their enhanced activities into each corresponding chapter, achieved by redistribution of the center insert materials in the previous editions.
  • Expansion of the title and content of the reading section dealing with all Spanish-speaking countries and Brazil previously entitled La actualidad económica to La actualidad política y económica in order to reflect a more structured inclusion of the recent national political history of each.
  • Greater integration of online and in-text content, with a guideline on where to have students self-assess their reading comprehension (Students are now provided with in-text instruction on when and how to access the online Tutorial Quizzes for both the Lectura comercial and the Lectura cultural readings: Prueba de comprensión, «Tutorial Quiz: Preguntas comerciales» and «Tutorial Quiz: Preguntas culturales» found on the Premium Website of Éxito comercial: Prácticas administrativas y contextos culturales.)
  • A revised, more comprehensive Apéndice 2, providing business and international political acronyms (siglas) and abbreviations found in the textbook.
  • A revised and expanded Spanish to English glossary at the end of the book, to assist with general reading comprehension as well as translation and interpreting activities.
  • The “Posibilidades profesionales” section provides students with up-to-date online information regarding career opportunities.
  • All readings and activities have been revised and updated to reflect current business culture, practice and procedure, as well as modern developments such as technology and office equipment, electronic communication, e-commerce, computer-aided design and manufacturing.
  • Each chapter focuses on a particular Spanish-speaking region and details its commercial, geographical, and cultural realities in integrative, cross-referencing activities and readings.
  • The workbook includes the most important commonly used documents and letters needed to expedite international business transactions, and conflicts which occur on an ongoing basis, and a host of authentic activities that encourage the student to think critically about them.
  • The content-driven audio segments, on CD or online, encompass 14 telephone conversations that prepare students for the realities and problems encountered in the Spanish-speaking business world.
  • The Book Companion Site is designed to help instructors and students gain new insights into the workings of international commerce and trade. For instructors, the password-protected website offers chapter-specific PowerPoint presentations and transcripts for the audio and video components. Students enjoy self-correcting grammar and culture quizzes, “Navegando por Internet” exploration activities, up-to-date country profiles, information on “Posibilidades profesionales,” and a recommended bibliography for further research.
  • DVD with captioning of the ÉXITO COMERCIAL video, including two new video segments focusing on conversational strategies for effective networking and communication.
  • “Integridad y ética empresariales” boxes highlight the growing importance of business ethics.
  • Updated Lectura comercial, Vista panorámica, and Lectura cultural sections in every chapter.
  • Revised as well as brand-new Minicaso práctico features incorporate a greater number of authentic business case studies.
  • Many all-new “Para pensar” sections develop language and critical thinking skills in authentic contexts that are highly relevant to the current business climate.
  • Greater emphasis on the Internet and new technologies woven throughout the chapters and readings.
  • Chapter vocabulary sections have been streamlined and fine-tuned to provide students with the terms and expressions essential for business.
  • Additional lexical variations expose students to many more alternate and regional expressions.
Índice.
Índice temático.
Acknowledgments.
1. LA ECONOMÍA GLOBAL Y EL MUNDO HISPANO: CONTEXTOS, METAS Y REQUISITES.
Integridad y ética empresariales. Liderazgo. Lectura commercial. Los contextos del comercio global. La economía global. Para pensar. Liderazgo, integridad y ética empresariales: Atributos clave para nuestros futuros líderes. El comercio y los números: una lingua franca no tan sencilla. La geografía mundial y de los países hispanohablantes. Los idiomas del mundo y la creciente importancia del español. Otros países donde se habla español. El idioma y la cultura en los negocios. Glosario de términos y conceptos fundamentals.
2. LA EMPRESA.
Integridad y ética empresariales. Liderazgo. Lectura comercial. Organización y clasificación de la empresa comercial. Constitución de la empresa. Para pensar. Una vista panorámica de España. La actualidad económica española. Una vista panorámica de Guinea Ecuatorial. La actualidad económica guineoecuatoriana. Lectura cultural. Personalismo, individualismo y familia. Síntesis comercial y cultural. Actividades comunicativas. Análisis y comparación.
3. LA GERENCIA.
Integridad y ética empresariales. Liderazgo. Lectura commercial. Requisitos y modelos administrativos estadounidenses e hispanos. Para pensar. Una vista panorámica de México. La actualidad económica Mexicana. Lectura cultural. El estilo directivo hispano: honor, éxito, comunicación y trato social. Síntesis comercial y cultural. Actividades comunicativas. Análisis y comparación.
4. LA BANCA Y LA CONTABILIDAD.
Integridad y ética empresariales. Liderazgo. Lectura comercial. Custodia y control del dinero.
Para pensar. Una vista panorámica de Guatemala. La actualidad económica guatemalteca.
Una vista panorámica de Honduras. La actualidad económica hondureña. Lectura cultural. Banca, oportunidad, estabilidad, desarrollo y acceso. Síntesis comercial y cultural. Actividades comunicativas. Análisis y comparación.
5. LOS BIENES RAÍCES Y EL EQUIPO.
Integridad y ética empresariales. Liderazgo. Lectura comercial. Las inversiones de capital a largo y a corto plazo. Para pensar. Una vista panorámica de El Salvador. La actualidad económica salvadoreña. Una vista panorámica de Nicaragua. La actualidad económica nicaragüense. Lectura cultural. El campo y la ciudad. Síntesis comercial y cultural. Actividades comunicativas. Análisis y comparación.
6. LA OFICINA.
Integridad y ética empresariales. Liderazgo. Lectura comercial. Sistemas y equipo de la oficina moderna. Para pensar. Una vista panorámica de Costa Rica. La actualidad económica costarricense. Una vista panorámica de Panamá. La actualidad económica panameña. Lectura cultural. El hombre, la mujer y el empleo. Síntesis comercial y cultural. Actividades comunicativas. Análisis y comparación.
7. LOS RECURSOS HUMANOS Y LAS RELACIONES LABORALES.
Integridad y ética empresariales. Liderazgo. Lectura comercial. Contratación, pago y negociación laboral. Para pensar. Una vista panorámica de Venezuela. La actualidad económica venezolana. Lectura cultural. Actitudes ante el trabajo. Síntesis comercial y cultural. Actividades comunicativas. Análisis y comparación.
8. BIENES Y SERVICIOS.
Integridad y ética empresariales. Liderazgo. Lectura comercial. Productos y servicios. Para pensar. Una vista panorámica de Colombia. La actualidad económica colombiana. Una vista panorámica de Ecuador. La actualidad económica ecuatoriana. Lectura cultural. Actitudes hacia el tiempo y la tecnología. Síntesis comercial y cultural. Actividades comunicativas. Análisis y comparación.
9. MARKETING I: MERCADOS Y PUBLICIDAD.
Integridad y ética empresariales. Liderazgo. Lectura comercial. Segmentación del mercado y publicidad. Para pensar. Una vista panorámica del Perú. La actualidad económica peruana. Una vista panorámica de Bolivia. La actualidad económica boliviana. Lectura cultural. Lengua, lenguaje y anuncios. Síntesis comercial y cultural. Actividades comunicativas. Análisis y comparación.
10. MARKETING II: COMPRAVENTA, TRANSPORTE Y ALMACENAJE.
Integridad y ética empresariales. Liderazgo. Lectura comercial. La compraventa y otras funciones del marketing. La venta del producto y su distribución. El transporte y el almacenaje. El control de riesgos. La estructuración de precios. Para pensar. Una vista panorámica de Chile. La actualidad económica chilena. Lectura cultural. Imperialismo español, religión y comercio. Síntesis comercial y cultural. Actividades comunicativas.
Análisis y comparación.
11. LAS FINANZAS.
Integridad y ética empresariales. Liderazgo. Lectura comercial. El financiamiento, los inversionistas y la bolsa. Para pensar. Una vista panorámica de Paraguay. La actualidad económica paraguaya. Una vista panorámica de Uruguay. La actualidad económica uruguaya. Lectura cultural. Dinero, riqueza y estatus social. Síntesis comercial y cultural. Actividades comunicativas. Análisis y comparación.
12. LA ENTRADA EN EL MERCADO INTERNACIONAL: LOS PAÍSES HISPANOPARLANTES.
Integridad y ética empresariales. Liderazgo. Lectura comercial. Al encuentro de mercados internacionales. Para pensar. Una vista panorámica de Argentina. La actualidad económica argentina. Una vista panorámica de Brasil. La actualidad económica brasileña. Lectura cultural. El viaje de negocios al extranjero. Síntesis comercial y cultural. Actividades comunicativas. Análisis y comparación.
13.LA IMPORTACIÓN Y LA EXPORTACIÓN.
Integridad y ética empresariales. Liderazgo. Lectura comercial. Prácticas e intermediarios del comercio internacional. Integridad Iy ética empresariales. Una vista panorámica de la República Dominicana. La actualidad económica dominicana. Una vista panorámica de Cuba. La actualidad económica cubana. Lectura cultural. El ambiente legal de la importación y exportación. Síntesis comercial y cultural. Actividades comunicativas. Análisis y comparación.
14. LAS PERSPECTIVAS PARA EL FUTURE.
Integridad y ética empresariales. Liderazgo. Lectura comercial. Preparación del gerente para el comercio internacional. Una vista panorámica de Puerto Rico. La actualidad económica puertorriqueña. Una vista panorámica de los Estados Unidos. La actualidad económica estadounidense. Lectura cultural. La presencia hispana en los Estados Unidos de América. Síntesis comercial y cultural. Actividades comunicativas. Análisis y comparación.
Apéndice 1. Protocolo telefónico.
Apéndice 2. Siglas y acrónimos (Abbreviations and Acronyms).
Apéndice 3. Los números y sistemas de pesos, medidas y temperatura.
Apéndice 4. La entrevista de trabajo.
Apéndice 5. Comparación de tendencias culturales en los negocios: EUA (tradición anglo-norteamericana), los países hispanos y Brasil.
Vocabulario: Español–Inglés.
Vocabulario: Inglés–Español.

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Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

FOR INSTRUCTORS

SAM

ISBN: 9781285737461
The “Cuaderno de correspondencia y documentos comerciales” includes the most important and most frequently used letters and documents for communication in the international business world. Through the authentic selections and thought-provoking activities, students are exposed to various business transactions as well as the problems that may complicate them. The “Cuaderno” helps learners master not only the subject matter, but also the intricacies and nuances of communicating effectively in Spanish.

Premium Web Site Instant Access

ISBN: 9781285738031
Multimedia resources like in-text audio, the SAM audio, the complete contents of the DVD, Google™ Earth coordinates, Heinle grammar movies, and more. Additional activities such as podcasts to enhance students’ grammar and fine tune their pronunciation, flashcards to help students improve their vocabulary, and interactive practice games such as concentration and crossword puzzles; Access to grammar tutorials and a chapter-based Spanish-English glossary; Sample syllabi and video transcripts. PowerPoint lecture presentations, “Posibilidades profesionales” series, web search activities, and more.

FOR STUDENTS

SAM

ISBN: 9781285737461
The “Cuaderno de correspondencia y documentos comerciales” includes the most important and most frequently used letters and documents for communication in the international business world. Through the authentic selections and thought-provoking activities, students are exposed to various business transactions as well as the problems that may complicate them. The “Cuaderno” helps learners master not only the subject matter, but also the intricacies and nuances of communicating effectively in Spanish.

Premium Web Site Instant Access

ISBN: 9781285738031
Multimedia resources like in-text audio, the SAM audio, the complete contents of the DVD, Google™ Earth coordinates, Heinle grammar movies, and more. Additional activities such as podcasts to enhance your grammar and fine tune pronunciation, flashcards to help you improve vocabulary, and interactive practice games such as concentration and crossword puzzles; Access to grammar tutorials and a chapter-based Spanish-English glossary; Sample syllabi and video transcripts. PowerPoint lecture presentations, “Posibilidades profesionales” series, web search activities, and more.