管理经济学

为什么需要了解管理经济学？如何分析消费者需求和生产成本？各种不同的定价策略和投资政策的具体含义是什么？政府的政策如何影响企业的决策？本书对上述问题及其他有关问题作了清楚而确切的解释。

The essence of business economics: an overview The essence of business economics Basic concepts in business economics The competitive environment Concluding remarks The analysis of consumer demand The essence of consumer demand The market demand curve Consumer surplus The determinants of demand The classification of products Concepts of elasticity The relationship between price elasticity and sales revenue Concluding remarks The analysis of production costs The essence of production costs The production function Variable costs versus fixed costs Production decisions in the short run and long run Diminishing returns in production Maximizing profit and the production decision Economies and diseconomies of scale The experience curve Optimal scale and x-inefficiency The firm's supply curve Elasticity of supply Concluding remarks The competitive environment The essence of the competitive environment Competitive strategy Perfect competition Monopoly Monopolistic competition Oligopoly Competitive advantage Concluding remarks Managerial objectives and the firm The essence of managerial objectives Agency theory Managerial theories Behavioural theories Concluding remarks Understanding pricing strategies The essence of pricing strategies Price determination and managerial objectives Generic pricing strategies Pricing and the competitive environment The marketing mix and the product life cycle The economics of price discrimination Pricing in multi-plant and multi-product firms Peak-load pricing Pricing policy and the role of government Concluding remarks Investment appraisal The essence of investment appraisal The investment selection process Estimating cash flows Evaluating and ranking investment projects Undertaking a cost-benefit analysis Concluding remarks Understanding the labour market The essence of the labour market The demand for labour The supply of labour Collective bargaining Concluding remarks Govemment and business Introduction The principles of state intervention Macroeconomic policy Industrial policy Competition law Regional policy Concluding remarks Business and economic forecasting The essence of business and economic forecasting Collecting information on consumer behaviour Statistical estimation of demand relationships Forecasting demand Concluding remarks Business economics - a check list for managers Check list for business success Appendix: sources of business economics data for managers UK sources International sources References for further reading Index