高级商务英语阅读-1

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