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

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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 Wantto Be Again

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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

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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

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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

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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

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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

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Unit 9 Insurance

Text A Types of Insurance

Text B The Five Big Health-care Dilemmas

Supplementary Reading Umbrella Coverage for Preventing Your Ruin

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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

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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

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Unit 12 Sheconomy

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

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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

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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

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