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content
Введение .......................................................................................................5
PART I.
Texts for reading and discussion (Tasks to be done in class)
Money
Text 1. What are the World’s Major Currencies?............................. 8
Text 2. Naming the Currency and Creating the € Symbol ............. 12
Text 3. Issuing Euro Banknotes and Coins .................................... 15
Banking
Text 4. Currency Inside Banks is Not Money ................................ 18
Crisis
Text 5. Credit Crisis — The Essentials .......................................... 22
Market ing
Text 6. Choosing a Market ............................................................. 26
Text 7. Product Positioning ............................................................ 28
Text 8. Considerations in Choosing a Market Researcher ............. 30
Text 9. Managers and Planning ...................................................... 33
Text 10. The Marketing Plan ............................................................ 37
Text 11. Coming up with New Ideas ................................................ 41
Text 12. The Secrets of Marketing in a Web 2.0 World ....................44
Text 13. Purpose of Innovation ......................................................... 47
Text 14. Prosperity Without Growth? ..............................................50
Globalization
Text 15. Globalization and International Marketing
Ethics Problems. (Part 1) ................................................... 53
Text 16. Globalization and International Marketing
Ethics Problems. (Part 2) ................................................... 56
Text 17. Difcult Decisions
on How to Stay Safe. (Part 1) ........................................... 59
Text 18. Risk Management. Difcult Decisions
on How to Stay Safe. (Part 2) ........................................... 63
