| 本书对于那些接受短期培训的管理者、MBA，以及想迅速了解这一问题核心内容的教师和学生来说，都不失为极具价值的参考书。它还可以作为管理人员的藏书，以及那些有抱负的管理人员完善自己知识和技能的参考资料。 |
| contents 1 the essence of business economics: an ovewiew the essence of business economics basic concepts in business economics the competitive environment concluding remarks 2 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 3 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 productiop decision economies and diseconomies of scale the experience curve optimal scale and x-inefficiency the firm's supply curve elasticity of supply concluding remarks 4 the compelitive environment the esseqce of the competitive environment competitive strategy perfect competition monopoly monopolistic competition oligopoly competitive advantage concluding remarks 5 managerial obiectives and the firm the essence of managerial objectives agency theory managerial theories behavioural theories concluding remarks 6 understanding pricing slrategies the essence ot 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 . 7 inveqtment appraisal the essence of investment appraisal the investment selection pro;ess estimating cash nows " evaluating and ranking investment proiects undertaking a cost-benefit analysis " ' ' concluding remarks " 8 undentanding the labour market the essence of the labour market the demand for labour the supply of labour collective bargaining concluding remarks 9 covemment and business introduction the principles ot state intervention macroeconomic policy industrial policy competition law regional poliry concluding remarks 10 business and economic foreeasting the essence of business and economic forecasting collecting information on consumer behaviour statistical estimation of demand relationships forecasting demand concluding remarks 11 business economics - a check list for managers check list for business success appendix: sources of business economics data fir managers uk sources international sources references for further reading index |
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