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Chapter 1MARKETING1

Section A2

Text2

Marketing Is Dead2

Section B12

Additional Reading12

Passage 1In a New Era for Marketing，Parental Discretion Advised12

Passage 2 Coca-Cola Marketing Shifts from Impressions to Expressions17

Passage 3 Shouldn't Your Marketing Be Digital22

Chapter 2HUMAN RESOURCE MANAGEMENT30

Section A31

Text31

Job Seekers：Get HR on Your Side31

Section B42

Additional Reading42

Passage 1The Search for Talent42

Passage 2 New Research：The Skills That Make an Entrepreneur49

Passage 3 Stop Bashing HR52

Chapter 3ACCOUNTING57

Section A58

Text58

The Management Accountant and Customer Profitability58

Section B66

Additional Reading66

Passage 1What Accountants Do（1）66

Passage 2 What Accountants Do（2）71

Passage 3 The Management Accountant and Nonfinancial Information77

Chapter 4LOGISTICS84

Section A85

Text85

And Then There Were Three85

Section B94

Additional Reading94

Passage 1The Physical Internet94

Passage 2 Pity the Parcel People98

Passage 3 Apple Supply Chain Mastery Is Key to CEO Tim Cook's Success103

Chapter 5CORPORATE CULTURE108

Section A109

Text109

Examples of Strong Corporate Culture109

Section B119

Additional Reading119

Passage 1Happy Campers119

Passage 2 The Importance of Corporate Culture to Merger Success125

Passage 3 American vs.Chinese Business Culture：in the Family130

Chapter 6BUSINESS ETHICS135

Section A136

Text136

Powerlessness Corrupts136

Section B145

Additional Reading145

Passage 1Choosing Business Leaders with Integrity145

Passage 2 Tomorrow's Corporate Leaders Are Learning Business Skills and Social Values in B-schools152

Passage 3 Learn about Business Ethics158

Chapter 7THE ART OF LEADERSHIP166

Section A167

Text167

Five Leadership Lessons You Won't Learn in B-School167

Section B177

Additional Reading177

Passage 1Three Leadership Skills That Count177

Passage 2 Why Great Leaders Are in Short Supply182

Passage 3 Leadership Styles187

Chapter 8TEAMWORK SPIRIT193

Section A194

Text194

Team-Building Exercises for Tough Times194

Section B204

Additional Reading204

Passage 1Good Managers Lead through a Team204

Passage 2 Building Team Performance208

Passage 3 The Art of the Self-managing Team213

Chapter 9COMMUNICATION AT WORK220

Section A221

Text221

Will You Be My Friend221

Section B232

Additional Reading232

Passage 1Importance of Communication in the Workplace232

Passage 2 Effective Office Communication236

Passage 3 Organizational Skills in the Workplace240

Chapter 10THE DEVELOPMENT OF SMEs244

Section A245

Text245

Lean Planning Drives Growth for Small Business245

Section B254

Additional Reading254

Passage 1How to Apply for a Loan from a Small Business Lender254

Passage 2 How to Go from Small to Super259

Passage 3 Family Businesses Learn to Adapt to Keep Thriving265

Test273

Key to exercises293