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Book by Png Ivan
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"I have been using the book for the past three years at the MBA level. Students seem to genuinely like the book with its emphasis on real business applications of economic analysis. The book is not a microeconomics text with the title changed to managerial economics, as is the case with many managerial economics textbooks out there. I also like the book in its starting each chapter with some real and interesting business problems to which the instructor can later go back in terms of showing students how to apply the tools learned in the chapter to the problem. The new edition continues this tradition in adding many more interesting problems, including those reflecting the age of the Internet." Hong V. Nguyen, University of ScrantonReseña del editor:
Presenting the essentials of managerial economics in an accessible style, this book uniquely integrates the discipline to other managerial functions - including accounting, finance, human resource management, and marketing. Managerial Economics teaches students how to make better business decisions, not how to build models. Each chapter is centered around a real world business case study and develops this issue's relevant managerial economics principles in a straightforward manner. Examples of the major cases included in the text are: Coca Cola's vertical structure and pricing; Breakeven at the "Asian Wall Street Journal"; Fujitsu; Texas Instruments; the DRAM industry; Qwest's 230 per cent excess capacity; Northwest Airlines' pricing strategy; Airbus' organizational architecture; Microsoft vs. AOL in Internet service; and Amazon's vertical integration into warehousing. The discussions are reinforced with numerous supplementary cases, including Echo Bay Mines (Canada) and the Brisbane Concrete Cartel. Each chapter includes fifteen review questions underscoring basic principles, as well as over ten discussion questions applying these principles to recent business problems. This second edition also emphasizes the economic principles of the 'new economy,' particularly scalability and network effects. "Managerial Economics" is supported by an instructor's manual and on-line resources for students and instructors.
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