Selected English readings on economy and trade

Unit 1  Starting a Business  1
  Text A  Starting a Business: The Idea Phase  1
  Text B  How to Launch a Business Abroad  8
  Supplementary Reading  Can You Make It as an Entrepreneur?  14
Unit 2  Advertising  17
  Text A  Advertising Strategy  17
  Text B  Three Things “Mad Men” Taught Us This Season  25
  Supplementary Reading  10 Differences between Advertising and Public Relations  31
Unit 3  Marketing  35
  Text A  Supporting Offline Campaign Launches with Online Marketing  35
  Text B  Business Planning-Marketing Planning  40
  Supplementary Reading  Standard Chartered Plans Major Chinese Expansion  47
Unit 4  Training  49
  Text A  Training Needs Assessment: A Must for Developing an Effective Training Program  49
  Text B  Training the Trainer  58
  Supplementary Reading  Ten Tips to Make Training Work  64
Unit 5  Branding  69
  Text A  The Golden Age of Branding Is Gone, But We Can Bring It Back  69
  Text B  Building Your Brand and Keeping Your Job  76
  Supplementary Reading  The Power of Branding  84
Unit 6  Leadership  89
  Text A  Lessons in Leadership  89
  Text B  Leadership Is Prime: How Do You Measure Leadership Excellence?   96
  Supplementary Reading  Leadership Lessons from India  104
Unit 7  International Trade  115
  Text A  An Introduction to International Trade  115
  Text B  The Advantages of International Trade  120
  Supplementary Reading  Barriers to International Trade  124
Unit 8  Corporate Culture  127
  Text A  What Is Corporate Culture?  127
  Text B  Creating a Culture of Innovation  134
  Supplementary Reading  Fortune Global 500—No.1 Walmart  140
Unit 9  Management  145
  Text A  Management Defined  145
  Text B  What Does It Take to Become a Successful Leader?  153
  Supplementary Reading  Management Style  158
Unit 10  Business Ethics  161
  Text A  Controversial Chemical Poses Challenge for Colgate-Palmolive  161
  Text B  Ethical Lapse Costs Susan G. Komen Goodwill, Credibility  168
  Supplementary Reading  Toyota Recall: Five Critical Lessons  172
Unit 11  Trade Fairs  177
  Text A  China Holds Large Trade Fairs with Hope despite Financial Crisis  177
  Text B  Guangzhou Trade Fair  181
  Supplementary Reading China Upgrades Urumqi Trade Fair, Eyes Broader Eurasia Prosperity  185
Unit 12  Electronic Commerce  189
  Text A  The Corporate Responsibility Commitment  189
  Text B  Alibaba Electronic Commerce Mansion Set up in China  194
  Supplementary Reading  The UK’s E-commerce Regulations  197
Unit 13  Economic Crisis  209
  Text A  The Great Depression  209
  Text B  Global Economic Recovery Still in Jeopardy  216
  Supplementary Reading  10 Ways to Manage Your Money in Economic Crisis  223
Unit 14  Negotiation  227
  Text A  How to Be a Good Negotiator  227
  Text B  Silence: A Powerful Negotiation Tool  232
  Supplementary Reading  Negotiating an Apartment Sublet  238
Unit 15  Cultural Diversity  243
  Text A  Cultural Diversity, IBM Style  243
  Text B  Diversity——Is Corporate America on Board?  252
  Supplementary Reading  What Is Diversity in the Workplace?   259
References 参考文献  262