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Managerial Economics

Managerial Economics

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Managerial Economics develops simple, practical tools and concepts for business students as well as practicing managers. 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, and the DRAM industry, Qwest's 230% 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 to underscore basic principles, as well as over ten discussion questions to apply and expand upon these principles to recent business problems.

This second edition also emphasizes the economic principles of the "new economy," particularly scalability and network effects.