Unit 1 Business ＆ Industry 1
Text A Start a Business 1
Text B Entrepreneurship in China—Let a Million Flowers Bloom 10
Supplementary Reading 21
Building Excitement——Can China Avoid a Bubble? 21
Unit 2 Capital Markets 28
Text A Banking Industry 28
Text B Stock Exchange 36
Supplementary Reading 44
American Stock Markets—Reversal of Fortune 44
Unit 3 International Marketing 48
Text A Business Planning—Marketing Planning 48
Text B Supporting Offline Campaign Launches With Online Marketing 56
Supplementary Reading 62
Online-coupon Firms—Groupon Anxiety 62
Unit 4 International Investment and Credit 68
Text A A Financial Marriage 68
Text B How to Promote and Regulate International Investments? 74
Supplementary Reading 80
Moving Toward a Global Currency 80
Unit 5 Business Elite 87
Text A The Resurrection of Steve Jobs—That Which Does Not Kill the Boss of Apple Seems to Make Him Stronger 87
Text B Ann Moore：The CEO of Time 93
Supplementary Reading 98
Steve Jobs and the iPad of Hope—Apple's Innovation Machine Churns Out Another Game-changing Device 98
Unit 6 E-Commerce 107
Text A In E-Commerce,More Is More 107
Text B The Alibaba E-Commerce Empire 114
Supplementary Reading 119
Online Shopping：Selling Becomes Sociable 119
Unit 7 Economic Globalization and Multinational Corporation 125
Text A Globalization vs.Economic Sovereignty 125
Text B The World's Top Choice—China Remains the Most Popular Destination for Foreign Direct Investment 133
Supplementary Reading 138
McDonald's Eyes Growing Presence in Local Market 138
Unit 8 Economic Regulations and Law 145
Text A U.S.Sets 21 st Century Goal：Building a Better Patent Office 145
Text B Anti-trust Law Treats"All Firms Equally"Over 140 Cases Handled;Rules in Line With International Principles 152
Supplementary Reading 159
China E-commerce Giant Launches Campaign to Fight Online Piracy 159
Unit 9 Economic Crisis 165
Text A The Great Depression 165
Text B U.S.Subprime Mortgage Crisis 173
Supplementary Reading 179
10 Ways to Manage Your Money in Economic Crisis 179
Unit 10 Human Resources Management 185
Text A Capturing the State of Human Resources in An Annual Report 185
Text B The Tech Effect On Human Resources 193
Supplementary Reading 200
Risk Management and Human Resources Team Up to Cut Absence Costs 200
Unit 11 Advertising and Publicity 212
Text A Internet Advertising 212
Text B Beijing Tries to Push beyond"Made in China" 218
Supplementary Reading 226
The Harder Hard Sell 226
Unit 12 Training 240
Text A Training the Trainer 240
Text B Training Needs Assessment:A Must for Developing an Effective Training Program 247
Supplementary Reading 257
An Innovative Method for Role-specific Quality-training Evaluation 257
Unit 13 Corporate Culture 264
Text A What is Corporate Culture? 264
Text B Four Steps to Go Green Like eBay—Starting With Employees 272
Supplementary Reading 277
The Fall of a Corporate Queen 277
Unit 14 Business Ethics and Corporate Social Responsibility 284
Text A The Corporate Responsibility Commitment 284
Text B Controversial Chemical Poses Challenge for Colgate-Palmolive 291
Supplementary Reading 299
Toyota Recall:Five Critical Lessons 299
Unit 15 WTO ＆ China 307
Text A A Closer Look at WTO 307
Text B Now the Time to Build a"Golden Bridge" 313
Supplementary Reading 321
WTO Spirit A Win-Win for All 321
Key to Exercises 327
References 341