Unit 1 市场营销 1
Text A Marketing Basics 1
Text B SWOT Analysis—The First Step of Success in Marketing 8
Text C Happy Clients Bring More Business 16
Oral Practice 21
Mini-Project 24
Phrases ＆ Terms 25
Surfing the Internet 25
Video Clip 25
Unit 2 连锁经营 28
Text A Operation of Chain Stores 28
Text B Franchising 35
Text C Case Study—SteinMart 45
Oral Practice 50
Mini-Project 51
Phrases ＆ Terms 52
Surfing the Internet 52
Video Clip 52
Unit 3 国际贸易 54
Text A An Introduction to International Trade 54
Text B Gains from Trade 65
Text C Exporting—An Overview 71
Oral Practice 76
Mini-Project 77
Phrases ＆ Terms 78
Surfing the Internet 78
Video Clip 78
Unit 4 物流 81
Text A Overview of Logistics 81
Text B Components of a Logistics System 91
Text C How Does Third-party Logistics Work? 99
Oral Practice 103
Mini-Project 104
Phrases ＆ Terms 105
Surfing the Internet 105
Video Clip 105
Unit 5 电子商务 107
Text A Introduction to E-commerce 107
Text B Mobile Commerce 116
Text C Amazon Case Study 124
Oral Practice 132
Mini-Project 133
Phrases ＆ Terms 134
Surfing the Internet 134
Video Clip 134
Unit 6 广告 137
Text A Introduction to Advertising（Ⅰ） 137
Introduction to Advertising（Ⅱ） 144
Text B Types of Advertising 150
Text C Brand Loyalty Case Study—Coca-Cola Can Change Up 159
Oral Practice 167
Mini-Project 167
Phrases ＆ Terms 168
Surfing the Internet 168
Video Clip 168
Unit 7 财务会计 170
Text A Introduction to Accounting 170
Text B Cash Flow 178
Text C Internal Control 184
Oral Practice 189
Mini-Project 189
Phrases ＆ Terms 191
Surfing the Internet 191
Video Clip 191
Unit 8 酒店业与旅游业 193
Text A The Changing Hospitality Industry 193
Text B Ecotourism 200
Text C Green Hotels Cater to Increasing Numbers of Eco-conscious Travelers 206
Oral Practice 211
Mini-Project 211
Phrases ＆ Terms 212
Surfing the Internet 212
Video Clip 212
Unit 9 法律与伦理 214
Text A International Commercial Law 214
Text B Anti-piracy Measures 222
Text C Managing the Challenges of the Protection of Intellectual Property Rights 227
Oral Practice 233
Mini-Project 234
Phrases ＆ Terms 235
Surfing the Internet 236
Video Clip 236
Unit 10 信息技术的应用 238
Text A Security and Privacy Challenges in Cloud Computing Environments（Ⅰ） 238
Security and Privacy Challenges in Cloud Computing Environments（Ⅱ） 246
Text B Social Network—Facebook 252
Text C The Smartphone Information Revolution 258
Oral Practice 263
Mini-Project 266
Phrases ＆ Terms 267
Surfing the Internet 267
Video Clip 267
Unit 11 人力资源 269
Text A Functions of Human Resources Management 269
Text B External vs Internal Recruitment 279
Text C Case Study—Cabinet Manufacturer Improves Efficiency with Automated Workforce Management 286
Oral Practice 292
Mini—Project 293
Phrases ＆ Terms 294
Surfing the Internet 294
Video Clip 294
Unit 12 公共关系 297
Text A Public Relations Basics（Ⅰ） 297
Public Relations Basics（Ⅱ） 306
Text B Learning to Use PR Functions 312
Text C The Past and Present of Public Relations 318
Oral Practice 325
Mini-Project 325
Phrases ＆ Terms 326
Surfing the Internet 326
Video Clip 327
Unit 13 企业文化 329
Text A Organizational Culture 329
Text B Culture:Your Environment for People at Work 336
Text C Measuring Organizational Culture（Ⅰ） 342
Measuring Organizational Culture（Ⅱ） 350
Oral Practice 355
Mini—Project 357
Phrases ＆ Terms 358
Surfing the Internet 358
Video Clip 358
Unit 14 创业 361
Text A Thinking of Starting a Small Business?（Ⅰ） 361
Thinking of Starting a Small Business?（Ⅱ） 367
Text B Ten Simple Rules for a Successful Start-up 371
Text C Tips to Get Rich Young 377
Oral Practice 386
Mini—Project 388
Phrases ＆ Terms 390
Surfing the Internet 391
Video Clip 391