目录 1
Unit 1 Business Meetings 1
Reading Ⅰ How to Attend a Meeting 1
Reading Ⅱ Winning Business Meetings 11
Extension 21
Supplementary Reading 28
Unit 2 Secret to Success 35
Reading Ⅰ Are You an Entrepreneur？ 36
Reading Ⅱ Make Money by Thinking the Unthinkable 47
Extension 57
Supplementary Reading 67
Unit 3 Marketing Strategies 73
Reading Ⅰ When It s Smarter to Be Second to Market 73
Reading Ⅱ Technology-driven Marketing 85
Extension 93
Supplementary Reading 102
Unit 4 Competition 109
Reading Ⅰ The Invisible Fist 109
Reading Ⅱ Morals in the Rat Race 120
Extension 129
Supplementary Reading 139
Unit 5 Investment 146
Reading Ⅰ Going for the Gold 147
Reading Ⅱ King of Bond 157
Extension 167
Supplementary Reading 178
Unit 6 Banking 184
Reading Ⅰ Gaining Efficiencies within the Branch 185
Reading Ⅱ Banking Services 195
Extension 204
Supplementary Reading 211
Reading Ⅰ Power in Your Hand 218
Unit 7 Media and Entertainment 218
Reading Ⅱ How Hollywood Rules 230
Extension 238
Supplementary Reading 248
Unit 8 Services 255
Reading Ⅰ Cross-cultural Views of Service Quality 256
Reading Ⅱ Beyond Expectations 267
Extension 276
Supplementary Reading 285
Unit 9 Business Ethics 293
Reading Ⅰ Ethics and Competitiveness—Put First Things First 293
Reading Ⅱ Bribery—An Inevitable Evil？ 304
Extension 313
Supplementary Reading 322
Reading Ⅰ Flying Solo 329
Unit 10 Intellectual Property 329
Reading Ⅱ Intellectual Property in the Global Marketplace 340
Extension 350
Supplementary Reading 361
Unit 11 E-commerce 369
Reading Ⅰ How can a Dot-com Be This Hot？ 369
Reading Ⅱ Electronic Commerce 381
Extension 390
Supplementary Reading 398
Unit 12 Customers 405
Reading Ⅰ Almighty Customer（Part Ⅰ） 405
Reading Ⅱ The Almighty Customer（Part Ⅱ） 417
Extension 427
Supplementary Reading 438
Appendix Ⅰ 444
Appendix Ⅱ 471