Unit 1 Business Negotiation
Text A Musashi—Style Negotiations in Business—Set the Game Board before the Battle Begins
Text B Negotiate Like a Car Salesman： Five Tactics to Help You Win Every Time
Case Study Five Negotiation Tips from Steve Jobs
Unit 2 Public Relations
Text A How to Ride a Storm
Text B Why PR Is the Prescription
Case Study How ADDle Broke the PR Rules—and Got Away with It
Unit 3 Green Business
Text A Desso—Eco—Effectiveness and the Triple Top Line
Text B The New Language of Sustainability： Risk and Resilience
Case Study BMW's Project i and the Future of Fun， Sustainable Mobility
Unit 4 Human Resources
Text A Turning the Tables on Success
Text B In Praise of HR： The Soft Stuff Can Actually Lead to Some Hard Competitive Advantage
Case Study Building an International Talent Pipeline
Unit 5 Business Communication
Text A Conversations Can Save Companies
Text B Digital Boosts Internal Communications
Case Study Lessons in Crisis Communication： An Analysis of BP's Response to the Gulf Oil Disaster
Unit 6 Corporate Social Responsibility
Text A What Businesses Owe the World： Then and Now
Text B First， Make Money.Also， Do Cood.
Case Study Cap Spearheads New Alliance for Bangladeshi Worker Safety
Unit 7 Consumer Behavior
Text A Three Ways to Predict What Consumers Want before They Know It
Text B How Consumers Fool Themselves into Thinking They've Made Good Purchases
Case Study How Ikea Seduces Us
Unit 8 Entrepreneurship
Text A Startup Advice from Seven Successful Entrepreneurs
Text B Entrepreneurship： A Working Definition
Case Study Can Chicago Be the Next Silicon Valley？
Unit 9 Branding Strategy
Text A If You Love Your Brand， Set It Free
Text B Business Branding： Why You Can't Ignore the Value of Being "Cool"
Case Study A Brick by Brick Brand Revival
Unit 10 Business Strategy
Text A Why Wal—Mart Is like a Forest
Text B Battle—Test Your Innovation Strategy
Case Study arget the Right Market
Appendix A Glossary
Appendix B Idioms & Expressions
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