Unit One The Theory of International Trade 1
Pre-reading Discussions for the Text 1
Text:The Theory of Comparative Advantage—Historical Overview 2
Further Reading One:Reasons for Trade 18
Further Reading Two:International Trade and Investment 19
Unit Two World Trade Organization 22
Pre-reading Discussions for the Text 22
Text:What Is the World Trade Organization? 22
Further Reading One:World Trade Organization 33
Further Reading Two:Regionalism:Friends or Rivals? 35
Further Reading Three:WTO Rules:Regional Trade Agreements 37
Unit Three Marketing 39
Pre-reading Discussions for the Text 39
Text:Target Marketing 39
Further Reading One:Historical Ears of Marketing 52
Further Reading Two:Marketing in the Overall Business 53
Further Reading Three:Markets 54
Unit Four Marketing Mix 57
Pre-reading Discussions for the Text 57
Text:The Four Ps 58
Further Reading One:Marketing 71
Further Reading Two:Marketing Study 73
Unit Five Promotion Activities 75
Pre-reading Discussions for the Text 75
Text:Special Promotional Activities 75
Further Reading One:Types of Advertising 87
Further Reading Two:Advertising Strategies 89
Unit Six Brand Strategy 91
Pre-reading Discussions for the Text 91
Text:Brand Strategy 92
Further Reading One:Products and Services 103
Further Reading Two:Names and Identities 105
Unit Seven Business and Managerial Ethics 107
Pre-reading Discussions for the Text 107
Text:Business and Managerial Ethics 108
Further Reading One:Ethics in Business 119
Further Reading Two:Professions 120
Unit Eight Gender and Race in Business 122
Pre-reading Discussions for the Text 122
Text:Women in History 123
Further Reading One:Racial Conflicts 136
Further Reading Two:Working Women 137
Unit Nine The Stocks 139
Pre-reading Discussions for the Text 139
Text:The Stocks 140
Further Reading One:Market Capitalization 151
Further Reading Two:Dividends 152
Unit Ten Business Recession 154
Pre-reading Discussions for the Text 154
Text:Business Recessions 155
Further Reading:Business Cycle 168
Unit Eleven Free Trade and Protectionism 170
Pre-reading Discussions for the Text 170
Text:Free Trade and Trade Barriers 171
Further Reading:Import Tariffs 184
Unit Twelve Intellectual Property Rights 187
Pre-reading Discussions for the Text 187
Text:Geographical Indication 187
Further Reading:Trademarks 201
GLOSSARY 204
