Unit 1 Business Ideas 1
Text A Cheap and Cheerful 2
Text B How to Focus on Business Ideas That Create History 11
Chinese and International Culture Tour 15
Case Study 17
Unit 2 Business Shareholders 21
Text A The Rebirth of Stakeholder Capitalism 22
Text B Shareholder Democracy 30
Chinese and International Culture Tour 35
Case Study 37
Unit 3 Career Development 39
Text A Career Development：What Is It and What Factors Influence It？ 40
Text B What Is Career Management？ 49
Chinese and International Culture Tour 54
Case Study 57
Unit 4 Employee Training 59
Text A Strategic Training Spicing Up Business Results 60
Text B Build a Tower,Build a Team 69
Chinese and International Culture Tour 73
Case Study 76
Unit 5 Employee Motivation 79
Text A Understanding Motivation 80
Text B Essential Skills of Motivation 88
Chinese and International Culture Tour 93
Case Study 95
Unit 6 Business Conflict 97
Text A Hard Bargain：Lacking Clear American Leadership,the Global Trade Agenda Is Floundering 98
Text B Why They're Wrong 108
Chinese and International Culture Tour 114
Case Study 117
Unit 7 Marketing 119
Text A The Piggly Wiggly Way 120
Text B Star Wars,Disney and Myth-making 129
Chinese and International Culture Tour 135
Case Study 137
Unit 8 Brands 139
Text A Why Branding Is Important When It Comes to Marketing 140
Text B The Product versus the Brand 148
Chinese and International Culture Tour 153
Case Study 155
Unit 9 Advertising 159
Text A Selecting Advertising Media 160
Text B Is Traditional Advertising Dead？ 171
Chinese and International Culture Tour 177
Case Study 180
Unit 10 Promotion 183
Text A Imperial Ambitions 184
Text B The Psychology of Promotion 196
Chinese and International Culture Tour 201
Case Study 203
附录一 Glossary 205
附录二 TEM-4（2011-2014） 211
TEM-4（2011） 211
TEM-4（2012） 216
TEM-4（2013） 222
TEM-4（2014） 227
References 233