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lead-in............................................................................................................2 reading: the four stages of the modern career revisited.......................................................................................................4 business practice...................................................................................15 relevant extension..............................................................................19 unit 1 careers .......................................1 lead-in.........................................................................................................28 reading: optimism knows no slowdown............................29 business practice...................................................................................39 relevant extension..............................................................................42 unit 2 entrepre neurship .....................27 lead-in.........................................................................................................52 reading: planning success.............................................................52 business practice...................................................................................65 relevant extension..............................................................................67 unit 3 business planning ...................51 lead-in.........................................................................................................78 reading: beware the product death cycle...........................79 business practice...................................................................................92 relevant extension..............................................................................94 unit 4 product quality .......................77 ´óѧÉÌÎñÓ¢Óï×ۺϽ̳̣¨µÚ¶þ°æ£© ѧÉúÓÃÊé 3 vi lead-in......................................................................................................128 reading: the cult of three cultures......................................130 business practice................................................................................143 relevant extension...........................................................................146 lead-in......................................................................................................156 reading: it’s payback time..........................................................157 business practice................................................................................169 relevant extension...........................................................................172 unit unit corporate culture ..................127 employee motivation ............155 6 7 lead-in......................................................................................................182 reading: shaping strategy in a world of constant disruption..............................................................................................183 business practice................................................................................196 relevant extension...........................................................................198 unit 8 management ..........................181 lead-in......................................................................................................104 reading: winning the pr wars..................................................105 business practice................................................................................116 relevant extension...........................................................................119 unit 5 public relations .....................103 unit ???? vii lead-in......................................................................................................208 reading: why ebay is buying skype......................................209 business practice................................................................................221 relevant extension...........................................................................224 lead-in......................................................................................................232 reading: driven to collaboration............................................233 business practice................................................................................245 relevant extension...........................................................................249 unit unit mergers & acquisitions .........207 investment ............................231 9 10 ¸½Â¼1 glossary ................................................... 256 ¸½Â¼2 phrases & expressions............................. 266 ¸½Â¼3 writing file .............................................. 273