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The Fifth Edition of Managerial Economics heralds a new era for this classic text. Carrying on the tradition established by Edwin Mansfield in the book's earlier editions, Bruce Allen, Neil Doherty, and Keith Weigelt—all of the University of Pennsylvania's Wharton School—have prepared an exciting revision that capitalizes on proven strengths while embracing new developments in the field. Retaining a hallmark of Managerial Economics, the authors include a wealth of cases and applications that consistently anchor the exposition in the real world of business decision making. New to the Fifth Edition is a greater focus on applied microeconomics, with two new chapters, one on auctions and another on the principal-agent problems of firms. These new chapters, numerous new cases and applications throughout the book, and an exciting new package of electronic ancillaries promise to make the Fifth Edition of Managerial Economics the best yet.

PREFACE

Part One Introduction

　Chapter 1 Introduction to Managerial Economics

　　Boeing's Struggle to Retain Market Leadership

　　The Disney Corporation: Expansion of the Magic Kingdom

　　In What Size Production Runs Should Toyota Produce Its Cars?

　　Relationships of Managerial Economics to Other Disciplines

　　The Basic Process of Decision Making

　　The Theory of the Firm

　　The Role of Constraints

　　What Are Profits?

　　Reasons for the Existence of Profit

　　Organizational Factors and "Satisficing"

　　Analyzing Managerial Decisions: Shell Gains by Giving Safe-Driving Advice

　　Managerial Interests and the Principal-Agent Problem

　　Demand and Supply: A First Look

　　Analyzing Managerial Decisions: How Disney Dealt with the

Principal-Agent Problem

　　The Demand Side of a Market

　　The Supply Side of a Market

　　Equilibrium Price

　　Actual Price

　　What If the Demand Curve Shifts?

　　What If the Supply Curve Shifts?

　　How Russia Glutted the Aluminum Market: A Case Study

　　Concepts in Context: Problems in the Potato Market

　　Summary

　　Problems

　Chapter 2 Optimization Techniques

　　Functional Relationships

　　Marginal Analysis

　　Relationships between Total, Marginal, and Average Values

　　The Concept of a Derivative

　　How to Find a Derivative

　　Concepts in Context: The Allocation of the TANG Brand Advertising Budget

　　Using Derivatives to Solve Maximization and Minimization Problems

　　Marginal Cost Equals Marginal Revenue and the Calculus of Optimization

　　Analyzing Managerial Decisions: The Optimal Size of a Nursing Home

　　Concepts in Context: An Alleged Blunder in the Stealth Bomber's Design

　　Partial Differentiation and the Maximization of Multivariable Functions

　　Analyzing Managerial Decisions: The Effects of Advertising on the Sales of TANG

　　Constrained Optimization

　　Lagrangian Multipliers

　　Consultant's Corner: Planning to Meet Peak Engineering Requirements

　　Comparing Incremental Costs with Incremental Revenues

　　Summary

　　Problems

Part Two Demand and Forecasting

Part Three Production and Cost

Part Four Market Structure, Stratgeic Behavior, and pricing

Part Five Risk, Uncertainty, and Incentives

Part Six Government-Business Relations and the Global Economy

Appendix A Discounting and Present Values

Appendix B The Normal, t, and F Distributions

W. Bruce Allenis professor of business and public policy, regional science, and transportation at the Wharton School of the University of Pennsylvania. Neil A. Doherty is Ronald A. Rosenfeld Professor and professor of insurance and risk management at the

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书籍介绍

The Fifth Edition of Managerial Economics heralds a new era for this classic text. Carrying on the tradition established by Edwin Mansfield in the book's earlier editions, Bruce Allen, Neil Doherty, and Keith Weigelt—all of the University of Pennsylvania's Wharton School—have prepared an exciting revision that capitalizes on proven strengths while embracing new developments in the field. Retaining a hallmark of Managerial Economics , the authors include a wealth of cases and applications that consistently anchor the exposition in the real world of business decision making. New to the Fifth Edition is a greater focus on applied microeconomics, with two new chapters, one on auctions and another on the principal-agent problems of firms. These new chapters, numerous new cases and applications throughout the book, and an exciting new package of electronic ancillaries promise to make the Fifth Edition of Managerial Economics the best yet.