前言Unit 1 Globalization Trend 全球化趋势Unit 2 Hot Issues in International Trade 国际贸易热点问题Unit 3 Making Economic Sense 解读经济Unit 4 Consumer Behavior 消费者行为Unit 5 Brand Equity and Global Brands 品牌资产和全球品牌Unit 6 Advertising Appeals—Image ＆Personality 广告诉求——形象和性格Unit 7 Management Gurus 管理大师Unit 8 Motivating Employees 激励员工Unit 9 Recruitment and Performance Appraisal 招聘和业绩评估Unit 10 Financial World 金融世界Unit 11 Making Investment Rationally 理性投资Unit 12 On the Business Legal Front 商业法律前沿动态Unit 13 Effective Communication—Language and Culture 有效沟通——语言文化Unit 14 Cultural Differences—Manners and Taboos 文化差异——礼仪禁忌Unit 15 Organizational Culture—Competitive Advantage 企业文化——竞争优势Unit 16 A Socially Responsible Corporation—Business Ethics 企业的社会责任—商业伦理Unit 17 Get Yourself Wired—Internet and Mobile Phones 网络时代——互联网与移动电话Unit 18 New Economy and ECommerce 新经济与电子商务Appendix Tapescripts