商务英语报刊选读（第2版）

Unit 1 Capital Markets1

Text A Banking Industry 1

Text B Stock Exchange 10

Supplementary Reading American StockMarkets— Reversal of Fortune 18

Unit 2 International Marketing 22

Text A Business Planning— MarketingPlanning 22

Text B Supporting Of?ine Campaign Launcheswith 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 HimStronger …………42

Text B Ann Moore:The CEO of Time48

Supplementary Reading Steve Jobs and theiPad of Hope

— Apple’s Innovation Machine Churns out Another Game-changingDevice53

Unit 4 E-Commerce 62

Text A In E-Commerce，More Is More62

Text B The Alibaba E-Commerce Empire 69

Supplementary Reading OnlineShopping:Selling Becomes Sociable75

Unit 5 Economic Globalization andMultinational Corporation80

Text A Globalization vsEconomic Sovereignty80

Text B The World’s Top Choice —

China Remains the Most Popular Destinationfor Foreign Direct Investment 88

Supplementary Reading McDonald’s EyesGrowing Presence in Local Market93

Unit 6 Economic Regulations and Law98

Text A USSets 21st Century Goal:Building aBetter Patent Of?ce 98

Text B Anti-Trust Law Treats“All FirmsEqually”over 140 Cases Handled:

Rules in Line with International Principles105

Supplementary Reading China E-CommerceGiant Launches Campaign to Fight Online Piracy112

Unit 7 Human Resources Management 118

Text A Capturing the State of HumanResources in an Annual Report 118

Text B The Tech Effect on Human Resources127

Supplementary Reading Risk Management andHuman 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 inChina”151

Supplementary Reading The Harder Hard Sell160

Unit 9 Training173

Text A Training the Trainer 173

Text B Training Needs Assessment:A Must forDeveloping an Effective Training Program 181

Supplementary Reading An Innovative Methodfor 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 aCorporate Queen212

Unit 11 Business Ethics and Corprate SocialResponsibility 219

Text A The Corporate ResponsibilityCommitment219

Text B Controversial Chemical PosesChallenge for Colgate-Palmolive 226

Supplementary Reading Toyota Recall:FiveCritical Lessons 235