Unit 1 Capital Markets1
Text A Banking Industry 1
Text B Stock Exchange 10
Supplementary Reading American Stock Markets Reversal of Fortune 18
Unit 2 International Marketing 22
Text A Business Planning Marketing Planning 22
Text B Supporting Of?ine Campaign Launches with Online Marketing30
Supplementary Reading Online-coupon Firms Groupon Anxiety36
Unit 3 Business Elite 42
Text A The Resurrection of Steve Jobs
That Which Does Not Kill the Boss of Apple Seems to Make Him Stronger 42
Text B Ann Moore：The CEO of Time48
Supplementary Reading Steve Jobs and the iPad of Hope
Apples Innovation Machine Churns out Another Game-changing Device53
Unit 4 E-Commerce 62
Text A In E-Commerce，More Is More 62
Text B The Alibaba E-Commerce Empire 69
Supplementary Reading Online Shopping：Selling Becomes Sociable75
Unit 5 Economic Globalization and Multinational Corporation80
Text A Globalization vsEconomic Sovereignty 80
Text B The Worlds Top Choice
China Remains the Most Popular Destination for Foreign Direct Investment 88
Supplementary Reading McDonalds Eyes Growing Presence in Local Market93
Unit 6 Economic Regulations and Law98
Text A USSets 21st Century Goal：Building a Better Patent Of?ce 98
Text B Anti-Trust Law TreatsAll Firms Equallyover 140 Cases Handled：
Rules in Line with International Principles 105
Supplementary Reading China E-Commerce Giant Launches Campaign to Fight Online Piracy112
Unit 7 Human Resources Management 118
Text A Capturing the State of Human Resources in an Annual Report 118
Text B The Tech Effect on Human Resources 127
Supplementary Reading Risk Management and Human Resources Team up to Cut Absence Costs134
Unit 8 Advertising and Publicity 145
Text A Internet Advertising145
Text B Beijing Tries to Push BeyondMade in China151
Supplementary Reading The Harder Hard Sell 160
Unit 9 Training173
Text A Training the Trainer 173
Text B Training Needs Assessment：A Must for Developing an Effective Training Program 181
Supplementary Reading An Innovative Method for Role-speci?c Quality-training Evaluation191
Unit 10 Corporate Culture198
Text A What Is Corporate Culture? 198
Text B Four Steps to Go Green Like eBay Starting with Employees 206
Supplementary Reading The Fall of a Corporate Queen212
Unit 11 Business Ethics and Corprate Social Responsibility 219
Text A The Corporate Responsibility Commitment219
Text B Controversial Chemical Poses Challenge for Colgate-Palmolive 226
Supplementary Reading Toyota Recall：Five Critical Lessons 235
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