- 作 者：龙毛忠主编
- 出 版 社：北京：对外经济贸易大学出版社
- 出版年份：2010
- ISBN：9787811346237
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Unit One Keys to Being a Successful Entrepreneur 1
Text A Seven Key Qualities of Successful Entrepreneurs 2
Text B Case Study:Shahnaz Husain—The Archangel of Herbal Beauty 12
Text C Entrepreneurs Share Courage,Other Common Traits 20
Unit Two Office Politics 24
Text A Managing Office Politics 25
Text B Case Study:Ask Annie—How to Survive Office Politics 35
Text C Power Plays 44
Unit Three Real Work at Home Jobs 48
Text A Home-Based Business 49
Text B Case Study:StartupNation Home-Based 100—10 Top Home Businesses in 10 Categories 60
Text C How to Start Your Own Business 69
Unit Four Employee Tu rnover 74
Text A Glad To See You Go:The Benefits of Employee Turnover 75
Text B Case Study:Why are We Losing All Our Good People? 85
Text C Overcoming Job Burnout 93
Unit Five Customer Management 98
Text A Surviving in the Age of Rage 100
Text B Case Study:The Right Way to Manage Unprofitable Customers 112
Text C Air Rage 118
Unit Six Market Expansion 124
Text A How to Expand Your Market 125
Text B Case Study:Golden Arches Galore 134
Text C Grow Your Business 140
Unit Seven Localization Strategy 144
Text A Localize Your Product to Globalize Your Business 145
Text B Case Study:Going Local 154
Text C What Is Localization? 160
Unit Eight Monopoly 163
Text A The De Beers Story:A New Cut on an Old Monopoly 164
Text B Case Study:Grounds for a Lawsuit—Indie Coffee Shop Owner in Wash.,Deems Starbucks Predatory 174
Text C Blood Diamond:Africa 181
Unit Nine Global Tourism 185
Text A The Tourism Time Bomb 187
Text B Case Study:Global Expansion for French"24-hour Receptionist"Kiosks 197
Text C Tower of London—The Most Haunted Building in London 203
Unit Ten Green Business 208
Text A Is Earth Day the New Christmas? 210
Text B Case Study:RecycleBank and Texas Instruments Make an Environmental Difference 220
Text C The New American Buzzword is"Green" 229
Unit Eleven The Beauty Industry 235
Text A Beauty Industry Needs Facelift 237
Text B Case Study:Unilever Gives"Ugly Betty"a Chinese Makeover 248
Text C Indian Male Beauty Industry Booms 254
Unit Twelve A Return to Thrift 259
Text A The Seven Deadly Sins That Lead to Debt 261
Text B Case Study:Coffee,Lipstick and Economy 270
Text C Top Five Money Mistakes Men Make 277