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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