Unit 1 Business Start-ups 1
Text A How to Prepare to Launch Your Start-up 2
Text B Seven Great Ways to Finance a Start-up 7
Supplementary Reading Five Lessons for Start-ups from Buffy the Vampire Slayer 12
Test Yourself 15
Unit 2 Marketing 19
Text A Conducting Market Research 20
Text B Marketing Can Do Better 25
Supplementary Reading Coca-Cola Marketing Shifts from Impressions to Expressions 30
Test Yourself 33
Unit 3 Advertising 38
Text A Where Is Advertising Going?Into"Stitials" 39
Text B Ethical Issues in Online Advertising 43
Supplementary Reading Why Television Is the Place Advertisers Wantto Be Again 48
Test Yourself 51
Unit 4 Stocks 55
Text A An Introduction to the Stock Market 56
Text B Stocks：Five Market Mistakes to Avoid 61
Supplementary Reading Why Stocks Are Riskier than You Think 66
Test Yourself 71
Unit 5 E-commerce 75
Text A E-commerce Industry 76
Text B Customer Retention：Keep Customers by Growing Relationships Online 81
Supplementary Reading An Internet with Chinese Characteristics 86
Test Yourself 90
Unit 6 Innovation 95
Text A The Eight Essentials of Innovation 96
Text B Seven Steps to a Culture of Innovation 101
Supplementary Reading What Is Making Enterprise Innovation Possible 107
Test Yourself 111
Unit 7 International Trade 115
Text A How to Start Selling Internationally 116
Text B Global Logistics/Supply Chain Best Practices—To Support and Drive Business Success and Trends 122
Supplementary Reading Dating and Business：Not All That Different 127
Test Yourself 129
Unit 8 Manage Your Money 134
Text A Are You Buying It? 135
Text B Advice for Young Investors 140
Supplementary Reading Ten Tips for Realistic Money Management in College 145
Test Yourself 148
Unit 9 Insurance 153
Text A Types of Insurance 154
Text B The Five Big Health-care Dilemmas 160
Supplementary Reading Umbrella Coverage for Preventing Your Ruin 167
Test Yourself 169
Unit 10 Negotiation 173
Text A How to Negotiate Effectively 174
Text B Negotiating Your Way Out of a Bad Situation 180
Supplementary Reading Three Negotiation Skills That Can Jump-start the Economy 186
Test Yourself 189
Unit 11 Leadership 193
Text A Leadership：Intentional Influence 194
Text B Ten Communication Secrets of Great Leaders 199
Supplementary Reading Seven Leadership Lessons from an NBA Coach 205
Test Yourself 209
Unit 12 Sheconomy 213
Text A Woman Power：The Rise of the Sheconomy 214
Text B Nurturing a Baby and a Start-up Business 221
Supplementary Reading The Vicious Cycle of the Gender Pay Gap 227
Test Yourself 230
Unit 13 Green Economy 234
Text A A Global Green Deal 235
Text B Eco-friendly Model Home in Maryland Reflects Green Movement's Edging into the Mainstream 240
Supplementary Reading The Trouble with Green Product Ratings 246
Test Yourself 250
Unit 14 Tourism 255
Text A Five Ways to Make Travel Easier,Starting with a Single Shoe 256
Text B Vacation Blues as Tourists Stay at Home 261
Supplementary Reading Hotels Try Harder to Woo Business Customers 267
Test Yourself 269