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Unit 1 Management 1

Part One Warm-up 2

Part Two Reading 1 Managing Oneself 2

Reading 2 A Brief History of Management 9

Quiz Effective Management 17

Part Three Exercises 18

Part Four Case Study 1 Bill Gates and Microsoft 23

Case Study 2 The Expansion of Blue Streak 24

Part Five Skills-building 24

Unit 2 Organizational Behavior 27

Part One Warm-up 28

Part Two Reading 1 Introduction to Organizational Behavior 28

Reading 2 Contemporary Theories of Motivation 35

Self-assessment 39

Part Three Exercises 40

Part Four Case Study 1 Nestlé's CEO on Managing Change 44

Case Study 2 Carol Bernick,President of Alberto-Culver,North America 45

Part Five Self-assessment 47

Unit 3 Marketing Management 48

Part One Warm-up 49

Part Two Reading 1 A Framework for Marketing Management 50

Reading 2 Strategic Planning and Marketing Management 54

Quiz 60

Part Three Exercises 62

Part Four Case Study 1 Develop a Marketing Plan 67

Case Study 2 Marketing Spotlight—GE 68

Part Five Practical Quiz 69

Unit 4 Human Resources Management 72

Part One Warm-up 73

Part Two Reading 1 Tomorrow's HR Today 73

Reading 2 Career Development 79

Quiz 83

Part Three Exercises 86

Part Four Case Study 1 Virtual Teamwork at IBM 91

Case Study 2 Managers and HR Professionals at Sands Corporation:Friends or Foes? 92

Part Five Skills-assessment 94

Unit 5 Strategic Management 95

Part One Warm-up 96

Part Two Reading 1 What is Strategy and Why is it Important? 97

Reading 2 Strategy Formulation:Situation Analysis And Business Strategy 101

Quiz 105

Part Three Exercises 106

Part Four Case Study 1 Basic Concepts of Strategic Management 111

Case Study 2 Microsoft and Red Hat Linux:Contracting Business Models 112

Part Five Skills-building 114

Unit 6 Corporate Culture 116

Part One Warm-up 117

Part Two Reading 1 Building a Corporate Culture That Promotes Good Strategy Execution 118

Quiz for Culture 124

Reading 2 The International Business Context-Cultural Views Toward Management and Managers 126

Part Three Exercises 132

Part Four Case Study 1 Southwest Airlines' Team Culture 137

Case Study 2 Daimler-Chrysler's Diverse Cultures 140

Part Five Developing Competencies 141

Unit 7 Business Communication 143

Part One Warm-up 144

Part Two Reading 1 Understanding Business Communication 145

Listening Skills:Self-assessment 148

Reading 2 Oral Presentation 149

Self-assessment 154

Part Three Exercises 154

Part Four Case Study 1 Facing a Communication Dilemma at Hallmark 159

Case Study 2 The Key to Giving Speeches 160

Part Five Quiz 161

Unit 8 Economic Globalization 164

Part One Warm-up 165

Part Two Reading 1 Globality 166

Reading 2 Globalization:The Debate 168

Quiz 173

Part Three Exercises 174

Part Four Case Study 1 Wal-Mart and International EDI 179

Case Study 2 Cultural Effects of Economic Globalization 180

Part Five Quiz 182

Unit 9 Managerial Economics 185

Part One Warm-up 186

Part Two Reading 1 Managerial Economics 187

Reading 2 Demand Forecasting 190

Quiz 196

Part Three Exercises 198

Part Four Case Study 1 Maximize Profit of Maximize Market Share? 203

Case Study 2 Constained Maximization in the Toy Business and Why Frisbees are Called Frisbees. 206

Part Five Quiz 207

Unit 10 Ecommerce 211

Part One Warm-up 212

Part Two Reading 1 Ecommerce Overview of Electronic Commerce 213

Reading 2 E-Grocers Check out 219

Mini-quiz　The Basics of Ecommerce 225

Part Three Exercises 227

Part Four Case Study 1 Value Chain Management Using Ecommerce 232

Case Study 2 Starwave 232

Part Five Terminology Quiz 233

Keys to Exercises 237