Unit 1 市场营销 1
Text A Marketing Basics 1
Text B SWOT Analysis—the First Step of Success in Marketing 6
Text C Happy Clients Bring More Business 12
Oral Practice 15
Mini-Project 16
Phrases ＆ Terms 17
Surfing the Internet 17
Video Clip 18
Unit 2 连锁经营 19
Text A Operation of Chain Stores 19
Text B Franchising 24
Text C Case Study—Stein Mart 30
Oral Practice 34
Mini-Project 35
Phrases ＆ Terms 35
Surfing the Internet 35
Video Clip 35
Unit 3 国际贸易 37
Text A An Introduction to International Trade 37
Text B Gains from Trade 44
Text C Exporting-An Overview 49
Oral Practice 52
Mini-Project 52
Phrases＆Terms 53
Surfing the Internet 53
Video Clip 53
Unit 4 物流 55
Text A Overview of Logistics 55
Text B Components of a Logistics System 63
Text C How Does Third-party Logistics Work？ 68
Oral Practice 71
Mini-Project 72
Phrases ＆ Terms 72
Surfing the Intemet 73
Video Clip 73
Unit 5 电子商务 74
Text A Introduction to E-commerce 74
Text B Mobile Commerce 80
Text C Amazon Case Study 86
Oral Practice 91
Mini-Project 91
Phrases ＆ Terms 92
Surfing the Internet 92
Video Clip 92
Unit 6 广告 94
Text A Introduction to Advertising（Ⅰ） 94
Introduction to Advertising（Ⅱ） 99
Text B Types of Advertising 103
Text C Brand Loyalty Case Study—Coca-Cola Can Change Up 108
Oral Practice 113
Mini-Project 114
Phrases ＆ Terms 114
Surfing the Internet 114
Video Clip 115
Unit 7 财务会计 116
Text A Introduction to Accounting 116
Text B Cash Flow 122
Text C Internal Control 127
Oral Practice 131
Mini-Project 131
Phrases ＆ Terms 133
Surfing the Internet 133
Video Clip 133
Unit 8 酒店业与旅游业 134
Text A The Changing Hospitality Industry 134
Text B Ecotourism 139
Text C Green Hotels Cater to Increasing Numbers of Eco-conscious Travelers 142
Oral Practice 146
Mini-Project 147
Phrases ＆ Terms 147
Surfing the Intemet 147
Video Clip 148
Unit 9 法律与伦理 149
Text A International Commercial Law 149
Text B Anti-piracy Measures 155
Text C Managing the Challenges of the Protection of Intellectual Property Rights 159
Oral Practice 163
Mini-Project 164
Phrases ＆ Tetms 164
Surfing the Internet 164
Video Clip 165
Unit 10 信息技术的应用 166
Text A Security and Privacy Challenges in Cloud Computing Environments（Ⅰ） 166
Security and Privacy Challenges in C loud Computing Environments（Ⅱ） 172
Text B Social Network—Facebook 176
Text C The Smartphone Information Revolution 180
Oral Practice 184
Mini-Project 184
Phrases ＆ Tems 185
Surfing the Internet 185
Video Clip 185
Unit 11 人力资源 186
Text A Functions of Human Resources Management 186
Text B External vs Internal Recruitment 193
Text C Case Study—Cabinet Manufacturer Improves Efficiency with Automated Workforce Management 198
Oral Practice 202
Mini-Project 203
Phrases ＆ Terms 204
Surfing the Internet 204
Video Clip 205
Unit 12 公共关系 206
Text A Public Relations Basics（Ⅰ） 206
Public Relations Basics（Ⅱ） 212
Text B Learning to Use PR Functions 216
Text C The Past and Present of Public Relations 221
Oral Practice 226
Mini-Project 227
Phrases ＆ Terms 227
Surfing the Internet 227
Video Clip 227
Unit 13 企业文化 229
Text A Organizational Culture 229
Text B Culture:Your Environment for People at Work 234
Text C Measuring Organizational Culture（Ⅰ） 238
Measuring Organizational Culture（Ⅱ） 243
Oral Practice 246
Mini-Proj ect 246
Phrases ＆ Terms 247
Surfing the Intemet 247
Video Clip 247
Unit 14 创业 249
Text A Thinking of Starting a Small Business？（Ⅰ） 249
Thinking of Starting a Small Business？（Ⅱ） 253
Text B Ten Simple Rules for a Successful Start-up 256
Text C Tips to Get Rich Young 260
Oral Practice 266
Mini-Project 269
Phrases ＆ Terms 271
Surfing the Internet 271
Video Clip 271
Glossary 272