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· 분류 : 외국도서 > 경제경영 > 관리
· ISBN : 9781118412046
· 쪽수 : 384쪽
· 출판일 : 2013-03-04
목차
Introduction 1
Part I: The Nature of Managerial Economics 9
Chapter 1: Managerial Economics: Taking Care of Business 11
Chapter 2: Supply and Demand: You Have What Consumers Want 23
Chapter 3: Calculus, Optimization, and You 39
Part II: Considering What Side You’re On in the Decision-Making Process 55
Chapter 4: Using the Elasticity Shortcut 57
Chapter 5: Consumer Behavior: A Market for Anything? 73
Chapter 6: Production Magic: Pulling a Rabbit Out of the Hat 91
Chapter 7: Innovation and Technological Change: The Future Is Now 109
Chapter 8: Production Costs: Where Less Is More 121
Part III: Recognizing Rivals: Market Structures and the Decision-Making Environment 137
Chapter 9: Limited Decision-Making in Perfect Competition 139
Chapter 10: Monopoly: Decision-Making Without Rivals 161
Chapter 11: Oligopoly: I Need You 181
Chapter 12: Game Theory: Fun Only if You Win 203
Chapter 13: Monopolistic Competition: Competitors, Competitors Everywhere 223
Chapter 14: Increasing Revenue with Advanced Pricing Strategies 235
Part IV: Anticipating Surprises: Risk and Uncertainty 261
Chapter 15: Risk Analysis: Walking Through the Fog 263
Chapter 16: Using Capital Budgeting to Prepare for the Future 285
Chapter 17: Principal–Agent Issues and Adverse Selection: Can Everyone Agree? 299
Chapter 18: Rules, Rules Everywhere: Government and Managerial Decision-Making 315
Part V: The Part of Tens 333
Chapter 19: Ten Critical Concepts 335
Chapter 20: Ten Managerial Mistakes and How to Avoid Them 343
Index 351
