基本信息
作 者：保羅·基特 菲利普·揚 史蒂芬·艾弗爾 著
出版時間：2017-11-01
字 數：1000 千字
書 號：241913
ISBN：978-7-300-24191-3
開 本：大16
包 裝：平
印 次：1-1
內容簡介
本書是一本英文影印版教材，原著是一本內容豐富、案例鮮活、創新實用的管理經濟學教材。 內容上，本書突出經濟學理論對管理決策的重要作用，強調如何培養學生在實際管理情境中診斷問題、做出決策以及採取行動的能力。
體例上，每章都以一個引導案例開始，案例中一家公司的管理者正需要針對產品做出一個重要決策；然後介紹有關重要的經濟學概念和分析工具；最後在每章結尾提供有關問題的解決方案，即建議一種方式，套用該章的概念和工具幫助管理者做出最好的決策。
本書非常適合用作本科生、研究生的管理經濟學雙語教學或全英語教學教材，也適合從事相關工作的業界人士學習參考。
章節目錄
Preface i
ChAPtEr 1 Introduction 1
Introduction: Economics and Managerial Decision Making 2
A Brief Review of Important Economic Terms and Concepts 5
The Case of Global Foods, Inc.: Situations and Solutions 9
Summary of the Situations and Solutions 11
Global Application: The BRIC Countries 14
Summary 15
Important Concepts 16
Questions 16
ChAPtEr 2 the Firm and Its Goals 18
Introduction 19
Do Companies Really Try to Maximize Profits? 26
Maximizing the Wealth of Stockholders 29
Economic Profits 32
Global Application 34
Summary 35
Important Concepts 35
Questions 36
ChAPtEr 3 Supply and Demand 38
Introduction 39
Market Demand 39
Market Supply 42
Market Equilibrium 44
Comparative Statics Analysis 46
Supply, Demand, and Price: The Managerial Challenge 53
Global Application: The BRIC Countries and the Supply and Demand for Oil 53
Summary 56
Important Concepts 56
Questions 57
Problems 58
Appendix 3A The Mathematics of Supply and Demand 65
ChAPtEr 4 Demand Elasticity 68
The Economic Concept of Elasticity 69
The Price Elasticity of Demand 69
i
Contents
The Cross-Price Elasticity of Demand 86 Income Elasticity 87
Other Elasticity Measures 90 Elasticity of Supply 90
Global Application: Price Elasticities in Asia 91
Summary 93
Important Concepts 94
Questions 94
Problems 96
Appendix 4A Applications of Supply and Demand 100
ChAPtEr 5 Demand Estimation and Forecasting 114
Demand Estimation 115
Introduction 115
Introduction to Regression Analysis 117
Problems in the Use of Regression Analysis 125
Examples of Regression Analysis Across the Disciplines 129
Global Application: Food in Spain, Cigarettes in Chinese Taiwan 130
Forecasting 132
Introduction 132
Subjects of Forecasts 132
Prerequisites of a Good Forecast 133
Forecasting Techniques 133
Global Application: Forecasting Exchange Rates 156
Summary 159
Important Concepts 159
Questions 161
Problems 162
Appendix 5A The Demand for White Zinfandel in Los Angeles 167
ChAPtEr 6 the theory and Estimation of Production 175
The Production Function 176
A Short-Run Analysis of Total, Average, and Marginal Product 178
The Long-Run Production Function 188
The Estimation of Production Functions 191
The Importance of Production Functions in Managerial Decision Making 200
Going “Beyond the Curves”: Current Production Issues and Challenges for Today’s Managers 202
Call Centers: Applying the Production Function to a Service 204
Global Application: Shifting Trends in Global Outsourcing 205
