Unit 1 Starting a Business 1
Text A Starting a Business: The Idea Phase 1
Text B How to Launch a Business Abroad 8
Supplementary Reading Can You Make It as an Entrepreneur? 14
Unit 2 Advertising 17
Text A Advertising Strategy 17
Text B Three Things “Mad Men” Taught Us This Season 25
Supplementary Reading 10 Differences between Advertising and Public Relations 31
Unit 3 Marketing 35
Text A Supporting Offline Campaign Launches with Online Marketing 35
Text B Business Planning-Marketing Planning 40
Supplementary Reading Standard Chartered Plans Major Chinese Expansion 47
Unit 4 Training 49
Text A Training Needs Assessment: A Must for Developing an Effective Training Program 49
Text B Training the Trainer 58
Supplementary Reading Ten Tips to Make Training Work 64
Unit 5 Branding 69
Text A The Golden Age of Branding Is Gone, But We Can Bring It Back 69
Text B Building Your Brand and Keeping Your Job 76
Supplementary Reading The Power of Branding 84
Unit 6 Leadership 89
Text A Lessons in Leadership 89
Text B Leadership Is Prime: How Do You Measure Leadership Excellence? 96
Supplementary Reading Leadership Lessons from India 104
Unit 7 International Trade 115
Text A An Introduction to International Trade 115
Text B The Advantages of International Trade 120
Supplementary Reading Barriers to International Trade 124
Unit 8 Corporate Culture 127
Text A What Is Corporate Culture? 127
Text B Creating a Culture of Innovation 134
Supplementary Reading Fortune Global 500—No.1 Walmart 140
Unit 9 Management 145
Text A Management Defined 145
Text B What Does It Take to Become a Successful Leader? 153
Supplementary Reading Management Style 158
Unit 10 Business Ethics 161
Text A Controversial Chemical Poses Challenge for Colgate-Palmolive 161
Text B Ethical Lapse Costs Susan G. Komen Goodwill, Credibility 168
Supplementary Reading Toyota Recall: Five Critical Lessons 172
Unit 11 Trade Fairs 177
Text A China Holds Large Trade Fairs with Hope despite Financial Crisis 177
Text B Guangzhou Trade Fair 181
Supplementary Reading China Upgrades Urumqi Trade Fair, Eyes Broader Eurasia Prosperity 185
Unit 12 Electronic Commerce 189
Text A The Corporate Responsibility Commitment 189
Text B Alibaba Electronic Commerce Mansion Set up in China 194
Supplementary Reading The UK’s E-commerce Regulations 197
Unit 13 Economic Crisis 209
Text A The Great Depression 209
Text B Global Economic Recovery Still in Jeopardy 216
Supplementary Reading 10 Ways to Manage Your Money in Economic Crisis 223
Unit 14 Negotiation 227
Text A How to Be a Good Negotiator 227
Text B Silence: A Powerful Negotiation Tool 232
Supplementary Reading Negotiating an Apartment Sublet 238
Unit 15 Cultural Diversity 243
Text A Cultural Diversity, IBM Style 243
Text B Diversity——Is Corporate America on Board? 252
Supplementary Reading What Is Diversity in the Workplace? 259
References 参考文献 262
