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Unit 1 Capital Markets1 Text A Banking Industry 1 Text B Stock Exchange 10 Supplementary Reading American Stock Markets— Reversal of Fortune 18 Unit 2 International Marketing 22 Text A Business Planning— Marketing Planning 22 Text B Supporting Of?ine Campaign Launches with Online Marketing30 Supplementary Reading Online-coupon Firms— Groupon Anxiety36 Unit 3 Business Elite 42 Text A The Resurrection of Steve Jobs — That Which Does Not Kill the Boss of Apple Seems to Make Him Stronger …………42 Text B Ann Moore:The CEO of Time48 Supplementary Reading Steve Jobs and the iPad of Hope — Apple’s Innovation Machine Churns out Another Game-changing Device53 Unit 4 E-Commerce 62 Text A In E-Commerce£¬More Is More 62 Text B The Alibaba E-Commerce Empire 69 Supplementary Reading Online Shopping:Selling Becomes Sociable75 Unit 5 Economic Globalization and Multinational Corporation80 Text A Globalization vsEconomic Sovereignty 80 Text B The World’s Top Choice — China Remains the Most Popular Destination for Foreign Direct Investment 88 Supplementary Reading McDonald’s Eyes Growing Presence in Local Market93 Unit 6 Economic Regulations and Law98 Text A USSets 21st Century Goal:Building a Better Patent Of?ce 98 Text B Anti-Trust Law Treats“All Firms Equally”over 140 Cases Handled: Rules in Line with International Principles 105 Supplementary Reading China E-Commerce Giant Launches Campaign to Fight Online Piracy112 Unit 7 Human Resources Management 118 Text A Capturing the State of Human Resources in an Annual Report 118 Text B The Tech Effect on Human Resources 127 Supplementary Reading Risk Management and Human Resources Team up to Cut Absence Costs134 Unit 8 Advertising and Publicity 145 Text A Internet Advertising145 Text B Beijing Tries to Push Beyond“Made in China”151 Supplementary Reading The Harder Hard Sell 160 Unit 9 Training173 Text A Training the Trainer 173 Text B Training Needs Assessment:A Must for Developing an Effective Training Program 181 Supplementary Reading An Innovative Method for Role-speci?c Quality-training Evaluation191 Unit 10 Corporate Culture198 Text A What Is Corporate Culture? 198 Text B Four Steps to Go Green Like eBay— Starting with Employees 206 Supplementary Reading The Fall of a Corporate Queen212 Unit 11 Business Ethics and Corprate Social Responsibility 219 Text A The Corporate Responsibility Commitment219 Text B Controversial Chemical Poses Challenge for Colgate-Palmolive 226 Supplementary Reading Toyota Recall:Five Critical Lessons 235