本书共有10个单元。内容涉及创办企业、招募新人、广告、品牌、福利待遇、应对危机、谈判、商务礼仪等。本书的宗旨就是将商务学习放在经济一体化和优选化的大场景中，结合相关理论和商务基础知识与商务技巧，帮助学生和从业人员分析自身特点和市场需求，选择适合自己的商业模式创办企业，不断提高交际能力和运用商务英语的能力，使其成为商务精英人才。

李芳 ，毕业于武汉大学，语言学博士，现为武汉大学外国语言文学学院教授，硕士生导师。主要从事语言学、商务英语、英汉互译等方面的教学和研究。发表论文20多篇。

Unit One Top Companies and Globalization
Introduction Case : Apple. Inc
Business Theory:Companies and Globalization
Business Knowledge:Types and Forms of Business
Business Skills:1. Making a Presentation
2. SWOT Analysis
Corporate Time:Starting Up a Business
Business Reading : Globalization
Unit Two Recruitment and Interview
Introduction Case: Retail Business
Business Theory:E-commerce and Big Data
Business Knowledge: Recruitment
Business Skills:Job Interview Skills That Help You Get Hired
Corporate Time:Recruiting New Employees
Business Writing:Resume and Cover Letter Writing
Unit Three Advertising
Introduction Case:Pepsi Co's 2016 New Commer
Business Theory:Reasons for Trade
Business Knowledge : Advertising
Business Skills: Selling
Corporate Time:Advertising Your Service/ Product
Business Writing : Email Writing
Unit Four Human Resources
Introduction Case:Overseas Talents Enticed Back Home
Business Theory : Human Capital
Business Knowledge: Human Resources
Business Skills : Delegation
Corporate Time:Designing a Detailed Scheme to Boost Morale
Business Writing : Business Report Writing
Unit Five Branding
Introduction Case: Burberry' s Idol Celebrity Endorsement
Business Theory : Logistics
Business Knowledge: Brands
Business Skills : Branding
Corporate Time:Designing a Logo and Taking Measures to Brand Your Product/Service
Business Reading : Brand Rejuvenation of Liushen
Unit Six Benefits
Introduction Case: Google-sized Benefits
Business Theory :The Invisible Hand and Visible Hand
Business Knowledge : Company Benefits
Corporate Time:Designing an Employee Benefits Package for Your Company
Business Skills:Leaving and Taking Messages
Business Reading :Why Are Benefits More Important Than Salary?
Unit Seven Ethical Economics
Introduction Case:Complaints McDonald's Is Facing
Business Theory : Marginal Utility
Business Knowledge : Ethical Economics
Business Skills : Handling Complaints
Corporate Time : Handling Company Emergencies
Business Reading:Turning Customer Complaints into Cash Opportunities
Unit Eight Negotiation
Introduction Case:Apple's Apology to China
Business Theory:Trade Surplus & Trade Deficit
Business Knowledge : Negotiation
Business Skills : Bargaining
Corporate Time:Negotiating a Long-time Supply Contract
Business Reading:How to Negotiate Contracts
Unit Nine Management
Introduction Case: Future Timeline
Business Theory : Corporate Culture
Business Knowledge :Management
Business Skills:Talking about Trends in Diagram
Corporate Time:Predicting Your Turnover in One Diagram
Business Reading : Career Management
Unit Ten Business Etiquette
Introduction Case:Losses of Productivity Because of Incivility
Business Theory : International Investment
Business Knowledge: Business Etiquette
Business Skills : Business Dinner
Corporate Time:A Business Reception at Your Company
Business Writing : Summarizing
References