Table of Contents
Preface: to the Handbooks of Applied Linguistics Series v
Acknowledgements vii
I Introduction
1 Editors' introduction G. Mautner F. Rainer 3
2 The history of the language of economics and business F. Rainer 15
II Genres and media
3 Genres in the business context: An Introduction N. Janich 41
4 Business presentations P. Handler 63
5 Business negotiations F. Gardani 91
6 Business meetings F. Menz 111
7 Sales talk and sales training R. Albert 131
8 From business letters to email and mobile communication A. Beer 153
9 Company websites P. Handler 175
10 The annual report J. Schnitzer 197
III Foreign languages and culture
11 Intercultural business communication: A linguistic approach R. Rathmayr 221
12 Multilingualism in business: Language needs E. Lavric S. Lesk M. Stegu 249
13 Multilingualism in business: Language policies and practices S. Lesk E. Lavric M. Stegu 269
14 English as a lingua franca In international business contexts: Pedagogical implications for the teaching of English for Specific Business Purposes C. Sing 319
15 Teaching and learning foreign business languages M. Stegu 357
16 New media in teaching and learning business languages R. Trinder 381
IV Lexical phenomena
17 The structure of economic and business terms M. Betsch F. Rainer J. Wolborska-Lauter 407
18 Metaphor, metonymy, and euphemism in the language of economics and business F. Fischer R. Göke F. Rainer 433
19 Language planning and linguistic purism in the business domain M. Betsch 467
20 The language of marketing R. Göke 491
21 The language of accounting M. Herles 513
22 Proper names in business F. Fischer E. Hoffmann H. Wochele 537
23 Business lexicography D. Gromann J. Schnitzer 561
24 Corpora and corpus linguistic approaches to studying business language S. Jaworska 583
V Building bridges across disciplines
25 Organizational discourse G. Mautner 609
26 Spoken workplace discourse A. Koester 629
27 Corporate language and design J. Delin 657
28 The risks of using standardized text modules as communication vehicles C. Stetter 677
Subject index 695
