Unit 1 全球化趋势 1
Unit 2 国际贸易热点问题 11
Unit 3 解读经济 23
Unit 4 消费者行为 33
Unit 5 品牌资产和全球品牌 41
Unit 6 广告诉求——形象和性格 51
Unit 7 管理大师 61
Unit 8 激励员工 71
Unit 9 招聘和业绩评估 81
Unit 10 金融世界 91
Unit 11 理性投资 103
Unit 12 商业法律前沿动态 115
Unit 13 有效沟通——语言文化 125
Unit 14 文化差异——礼仪禁忌 137
Unit 15 企业文化——竞争优势 147
Unit 16 企业的社会责任——商业伦理 159
Unit 17 网络时代——互联网与移动电话 169
Unit 18 新经济与电子商务 181
Appendix Tapescripts 193
Unit 1 Globalization Trend 193
Unit 2 Hot Issues in International Trade 200
Unit 3 Making Economic Sense 207
Unit 4 Consumer Behavior 211
Unit 5 Brand Equity and Global Brands 219
Unit 6 Advertising Appeals—Image ＆ Personality 225
Unit 7 Management Gurus 229
Unit 8 Motivating Employees 235
Unit 9 Recruitment and Performance Appraisal 239
Unit 10 Financial World 246
Unit 11 Making Investment Rationally 251
Unit 12 On the Business Legal Front 256
Unit 13 Effective Communication—Language and Culture 261
Unit 14 Cultural Differences—Manners and Taboos 269
Unit 15 Organizational Culture—Competitive Advantage 275
Unit 16 A Socially Responsible Corporation—Business Ethics 280
Unit 17 Get Yourself Wired—Internet and Mobile Phones 286
Unit 18 New Economy and E-Commerce 292