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Unit 1 Advertisement 1

Reading Ⅰ The Money in the Message 2

Reading Ⅱ Advertising on the Web 13

Extension 21

Unit 2 Leadership 33

Reading Ⅰ Characteristics and Traits of Effective Leaders 34

Reading Ⅱ The Sensational Michael Dell of Dell Computer Corp 46

Extension 57

Unit 3 Information Technology 67

Reading Ⅰ What Makes Silicon Valley So Successful and Unique 68

Reading Ⅱ A Brave New Web 80

Extension 92

Unit 4 Markets 104

Reading Ⅰ Flea Market 105

Reading Ⅱ The Natural Market 118

Extension 128

Unit 5 Secret to Success 137

Reading Ⅰ Are You an Entrepreneur? 139

Reading Ⅱ Make Money by Thinking the Unthinkable 151

Extension 162

Unit 6 Competition 170

Reading Ⅰ The Invisible Fist 171

Reading Ⅱ Morals in the Rat Race 183

Extension 195

Unit 7 Investment 202

Reading Ⅰ Going for the Gold 204

Reading Ⅱ King of Bond 217

Extension 230

Unit 8 Services 242

Reading Ⅰ Cross-Cultural Views of Service Quality 244

Reading Ⅱ Beyond Expectations 255

Extension 266

Unit 9 Business Ethics 277

Reading Ⅰ Ethics and Competitiveness—Put First Things First 278

Reading Ⅱ Bribery—An Inevitable Evil? 290

Extension 300

Unit 10 Customers 310

Reading Ⅰ The Almighty Customer(Part Ⅰ) 311

Reading Ⅱ The Almighty Customer(Part Ⅱ) 324

Extension 337

Appendix A Glossary 347

Appendix B Idioms ＆ Expressions 373