- 作 者：朱万忠主编
- 出 版 社：重庆：重庆大学出版社
- 出版年份：2010
- ISBN：9787562455172
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Unit One Globalization of Economy 1
1 Reading for Background Information 1
2 Reading for Understanding 1
The Perils of More Globalization 2
3 Reading for Communicative Tasks 10
4 Reading for More Information 11
Globalization under Fire 11
5 Reading for Business Tips 17
How to Take Your Small Business Global 17
Unit Two Trade Protectionism 18
1 Reading for Background Information 18
2 Reading for Understanding 18
Obama's Tire Tariff Draws Beijing's Ire 19
China Expresses Deep Concern over U.S.Trade Protectionism 21
3 Reading for Communicative Tasks 29
4 Reading for More Information 29
China Irks U.S.with Computer Security Rules 29
5 Reading for Business Tips 34
Introduction to Trade Barriers 34
Unit Three Marketing 36
1 Reading for Background Information 36
2 Reading for Understanding 36
Dialing Into Mobile Marketing 36
3 Reading for Communicative Tasks 46
4 Reading for More Information 46
Pulling the Trigger on Trigger Marketing 46
5 Reading for Business Tips 51
Developing Your Marketing Mix 51
Unit Four E-Commerce 53
1 Reading for Background Information 53
2 Reading for Understanding 53
E-Commerce Companies Must Globalize to Thrive 54
3 Reading for Communicative Tasks 64
4 Reading for More Information 64
Why E-Business Is Now Everyone's Business 64
5 Reading for Business Tips 70
E-Commerce Tips for Small Businesses 70
Unit Five Business Ethics 72
1 Reading for Background Information 72
2 Reading for Understanding 72
Just Good Business 73
3 Reading for Communicative Tasks 82
4 Reading for More Information 82
Ethics Must Be Global,Not Local 82
5 Reading for Business Tips 86
Building Self-discipline 86
Unit Six Entrepreneurship 89
1 Reading for Background Information 89
2 Reading for Understanding 89
Magic Formula 90
3 Reading for Communicative Tasks 100
4 Reading for More Information 101
The More the Merrier 101
5 Reading for Business Tips 107
Top 5 tips to Become a Productive Student Entrepreneur 107
Unit Seven Banking 109
1 Reading for Background Information 109
2 Reading for Understanding 109
Bank Closings Top 100 for Year:Most Failures Since 1992 110
3 Reading for Communicative Tasks 119
4 Reading for More Information 120
A Special Report on International Banking 120
5 Reading for Business Tips 124
Finance Investment—Safe Internet Banking 124
Unit Eight Cross-Cultural Business 126
1 Reading for Background Information 126
2 Reading for Understanding 127
The Strategy for Managing Across Cultures 127
3 Reading for Communicative Tasks 139
4 Reading for More Information 140
Cross-Cultural Differences 140
5 Reading for Business Tips 145
Ten Key Factors for MNC Success 145
Unit Nine Management and Administration 146
1 Reading for Background Information 146
2 Reading for Understanding 146
Forms of Business Organization 147
3 Reading for Communicative Tasks 155
4 Reading for More Information 155
The Best Leadership Is Good Management 155
5 Reading for Business Tips 159
Styles of Leadership 159
Reference Key for Exercises 160