Unit 1 Advertisement 1
Reading Ⅰ The Money in the Message 2
Reading Ⅱ Advertising on the Web 13
Extension 21
Unit 2 Leadership 33
Reading Ⅰ Characteristics and Traits of Effective Leaders 34
Reading Ⅱ The Sensational Michael Dell of Dell Computer Corp 46
Extension 57
Unit 3 Information Technology 67
Reading Ⅰ What Makes Silicon Valley So Successful and Unique 68
Reading Ⅱ A Brave New Web 80
Extension 92
Unit 4 Markets 104
Reading Ⅰ Flea Market 105
Reading Ⅱ The Natural Market 118
Extension 128
Unit 5 Secret to Success 137
Reading Ⅰ Are You an Entrepreneur? 139
Reading Ⅱ Make Money by Thinking the Unthinkable 151
Extension 162
Unit 6 Competition 170
Reading Ⅰ The Invisible Fist 171
Reading Ⅱ Morals in the Rat Race 183
Extension 195
Unit 7 Investment 202
Reading Ⅰ Going for the Gold 204
Reading Ⅱ King of Bond 217
Extension 230
Unit 8 Services 242
Reading Ⅰ Cross-Cultural Views of Service Quality 244
Reading Ⅱ Beyond Expectations 255
Extension 266
Unit 9 Business Ethics 277
Reading Ⅰ Ethics and Competitiveness—Put First Things First 278
Reading Ⅱ Bribery—An Inevitable Evil? 290
Extension 300
Unit 10 Customers 310
Reading Ⅰ The Almighty Customer(Part Ⅰ) 311
Reading Ⅱ The Almighty Customer(Part Ⅱ) 324
Extension 337
Appendix A Glossary 347
Appendix B Idioms ＆ Expressions 373