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

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