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unit 1¡¡business start-ups
¡¡text a how to prepare to launch your start-up
¡¡text b seven great ways to finance a start-up
¡¡¡¡supplementary reading five lessons for start-ups from buffy the vampire slayer
¡¡¡¡test yourself
unit 2¡¡marketing
¡¡text a conducting market research
¡¡text b marketing can do better
¡¡¡¡supplementary reading coca-cola marketing shifts from impressions to expressions
¡¡¡¡test yourself
unit 3¡¡advertising
¡¡text a where is advertising going? into "stitials"
¡¡text b ethical issues in online advertising
¡¡¡¡supplementary reading why television is the place advertisers want to be again
¡¡¡¡test yourself
unit 4¡¡stocks
¡¡text a an introduction to the stock market
¡¡text b stocks: five market mistakes to avoid
¡¡¡¡supplementary reading why stocks are riskier than you think
¡¡¡¡test yourself
unit 5¡¡e-commerce
¡¡text a e-commerce industry
¡¡text b customer retention: keep customers by growing relationships online
¡¡¡¡supplementary reading an internet with chinese characteristics
¡¡¡¡test yourself
unit 6¡¡innovation
¡¡text a the eight essentials of innovation
¡¡text b seven steps to a culture of innovation
¡¡¡¡supplementary reading what is making enterprise innovation possible
¡¡¡¡test yourself
unit 7¡¡international trade
¡¡text a how to start selling internationally
¡¡text b global logistics/supply chain best practices--to support and drive business success and trends
¡¡¡¡supplementary reading dating and business: not all that different
¡¡¡¡test yourself
unit 8¡¡manage your money
¡¡text a are you buying it?
¡¡text b advice for young investors
¡¡¡¡supplementary reading ten tips for realistic money management in college
¡¡¡¡test yourself
unit 9¡¡insurance
¡¡text a types of insurance
¡¡text b the five big health-care dilemmas
¡¡¡¡supplementary reading umbrella coverage for preventing your ruin
¡¡¡¡test yourself
unit 10 negotiation
¡¡text a how to negotiate effectively
¡¡text b negotiating your way out of a bad situation
¡¡¡¡supplementary reading three negotiation skills that can jump-start the economy
¡¡¡¡test yourself
unit 11 leadership
¡¡text a leadership: intentional influence
¡¡text b ten communication secrets of great leaders
¡¡¡¡supplementary reading seven leadership lessons from an nba coach
¡¡¡¡test yourself
unit 12 sheeonomy
¡¡text a woman power: the rise of the sheconomy
¡¡text b nurturing a baby and a start-up business
¡¡¡¡supplementary reading the vicious cycle of the gender pay gap
¡¡¡¡test yourself
unit 13 green economy
¡¡text a a global green deal
¡¡text b eco-friendly model home in maryland reflects green movement's edging into the mainstream
¡¡¡¡supplementary reading the trouble with green product ratings
¡¡¡¡test yourself
unit 14 tourism
¡¡text a- five ways to make travel easier, starting with a single shoe
¡¡text b vacation blues as tourists stay at home
¡¡¡¡supplementary reading hotels try harder to woo business customers
¡¡¡¡test yourself