McKenzie and Lee continue to present microeconomics in a sophisticated, yet nontechnical and easy to understand way, with a heavy emphasis on real-world business issues that will hold student interest because of the relevancy of the material to business students' career goals.
McKenzie and Lee continue to present microeconomics in a sophisticated, yet nontechnical and easy to understand way, with a heavy emphasis on real-world business issues that will hold student interest because of the relevancy of the material to business students' career goals.
Richard B. McKenzie is the Walter B. Gerken Professor of Enterprise and Society Emeritus in the Paul Merage School of Business at the University of California, Irvine.
Inhaltsangabe
Part I. The Market Economy, Overview and Application: 1. Microeconomics: a way of thinking about business; 2. Principles of rational behavior in society and business; 3. Competitive product markets and firm decisions; 4. Applications of the economic way of thinking: domestic government and management policies; Part II. Applications of Basic Economic Theory: 5. Applications of the economic way of thinking: international economics; 6. Applications of the economic way of thinking: environmental economics; Part III. Demand and Production Theory: 7. Consumer choice and demand in traditional and network markets; 8. Production costs and the theory of the firm; 9. Production costs in the short run and long run; Part IV. Competitive and Monopoly Market Structures: 10. Firm production under idealized competitive conditions; 11. Monopoly power and firm pricing decisions; 12. Firm strategy under imperfectly competitive market conditions; 13. Competitive and monopsonistic labor markets; Part V. Behavioral Economics: A Challenge to Conventional Microeconomics: 14. Challenges of behavioral economists; 15. Problems with behavioral economics.
Part I. The Market Economy, Overview and Application: 1. Microeconomics: a way of thinking about business; 2. Principles of rational behavior in society and business; 3. Competitive product markets and firm decisions; 4. Applications of the economic way of thinking: domestic government and management policies; Part II. Applications of Basic Economic Theory: 5. Applications of the economic way of thinking: international economics; 6. Applications of the economic way of thinking: environmental economics; Part III. Demand and Production Theory: 7. Consumer choice and demand in traditional and network markets; 8. Production costs and the theory of the firm; 9. Production costs in the short run and long run; Part IV. Competitive and Monopoly Market Structures: 10. Firm production under idealized competitive conditions; 11. Monopoly power and firm pricing decisions; 12. Firm strategy under imperfectly competitive market conditions; 13. Competitive and monopsonistic labor markets; Part V. Behavioral Economics: A Challenge to Conventional Microeconomics: 14. Challenges of behavioral economists; 15. Problems with behavioral economics.
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