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Microeconomics for Business and Marketing - Lectures, Cases and Worked Essays (Hardcover)
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Microeconomics for Business and Marketing - Lectures, Cases and Worked Essays (Hardcover)
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Microeconomics for Business and Marketing is an innovative new text
for intermediate-level students of microeconomics which offers a
series of alternative approaches to economic analysis."And now for
something completely different". So starts the preface to Peter
Earl's new book. And he is right. He has put together a superbly
interesting, intellectually challenging book. It is a book that
covers not only the basics of intermediate microeconomics, but also
relates microeconomics both to real world business decisions and to
the literature wherein the ideas developed. An intermediate micro
student who masters this book will be a well trained student.
Earl's book will be useful not only to intermediate students, but,
perhaps even more so, to graduate students and to faculty teaching
intermediate micro and managerial economics. It gives
microeconomics both an intellectual context and institutional
context for microeconomics. It also contains a wealth of real world
examples and discussions of how microeconomic reasoning applies to
business. The wealth of essays and problems in the book will be
challenging to everyone. This textbook is especially relevant to
students of business and commerce since it emphasises practical
problem solving and helps readers develop skills in choosing
appropriate theoretical 'tools' to deal with particular types of
'real world' problems. While other microeconomics texts focus on
mainstream technical set pieces, this book explores, compares and
contrasts the tools of both mainstream microeconomic analysis and
the behavioural/new institutionalist approaches associated with
recent Nobel Laureates Herbert Simon and Ronald Coase. This wider
theoretical coverage enables a broader range of practical topics to
be addressed, including policy implications of consumer decision
processes, and the economics of corporate strategy. Key features of
this book include: Worked essays and case study questions within
the chapters, as well as post-mortem' reports on examination
questions that have been set to classes using this material.
Overview chapters on theories of decision-making and consumer
choice and theories of business behaviour. Extensive coverage of
the economics of uncertainty, including scenario planning,
bargaining and competitive games. Emphasizes and analyses on the
significance of technological change, and the variety of methods
used to organize modern business activities, such as franchising,
joint ventures and multinational enterprises. Microeconomics for
Business and Marketing is a wide-ranging, innovative textbook which
will stimulate students and teachers alike. It will be of
particular relevance to students of marketing, commerce and
business strategy. Specifically designed with today's larger class
sizes in mind, the book encourages students to question and to
develop both analytical and written skills, as well as to use
economics as a tool for problem solving.
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