r2 - June 2009 Volume 13 Number 1 Professional Professional...

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June 2009 Volume 13, Number 1 Professional English i in Use: Marketing Author: sley (2008) Pub- lisher: Cambridge, UK: Cambridge University Press Pages ISBN Price Pp. 144 978-0-521-70269-0 $30 U.S. The global business climate has driven the necessity for English training in the past two decades (Scott, 1994; Ellis and Johnson, 1994). This book is a response to that need. Written for intermediate and upper-intermediate level English learners, though perhaps useful for native English speakers as well, Professional English in Use: Marketing is for people from social, professional or educational arenas who want to develop their mar- keting vocabulary and improve their content knowledge. As such, this book is a contri- bution to both workplace and classroom learning. Its 144 pages are divided into 50 the- matic units under 10 umbrella topics, each focusing on a different aspect of marketing: 1. Marketing basics 2. Research 3. Product 4. Positioning and branding 5. People: Customers and staff 6. Price 7. Place 8. Publicity and promotion 9. Packaging 10. Public relations Learners who have used the In Use titles from Cambridge University Press before should find the layout of this book familiar. Each unit consists of two facing pages, with key marketing concepts and vocabulary on the left page and exercises on the right: e.g., matching the words, cloze practices, matching the terminology with the right pictures, crossword puzzles. In general, the left page has sections indicated by a letter, usually A, B, and C, along with a clear title. For instance, in Unit 40, A: Word of mouth, B: Buzz TESL-EJ 13.1, June 2009 Page 1 of 4
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marketing and stealth marketing, C: Electronic buss, D: Generating a buss (p. 86). The unit usually begins with an explanation of key terminology followed by applying that vo- cabulary, such as in short texts, diagrams, and tables. To differentiate from the left page, exercises on the right page are coded in numerals. There are a variety of practice exer- cises—short texts, gap fills, form-based word family charts, collocation matching, sen-
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r2 - June 2009 Volume 13 Number 1 Professional Professional...

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