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Jingdong book

管理经济学（原书第11版）

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Jingdong book

管理经济学（原书第11版）

Name: 管理经济学（原书第11版）
Brand: Jingdong book
SKU: 3101007761
Price: 52.29 USD
Availability: OutOfStock

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本书一贯的目标是教会学生用经济学的方法思考企业决策和战略，强调批判性思维技能。书中详细论述了对企业经营决策最有用的经济学原理，还给出了大量的专栏案例，帮助读者加强经济学原理在实际中的应用。《管理经济学》自成体系，学习本书不需要以前受过经济学的培训。同时本书仍然保持了经济学严谨的学术风格。作者在第11版中精心安排了对企业决策和战略规划最有用的相关概念和原理。

Catalogue

译者序
作者简介
前言
致谢
第一部分预备知识
第1章管理者、利润与市场 2
1.1 企业运作和战略的经济学思考
方法 3
1.1.1 经济学理论把复杂简单化 3
1.1.2 微观经济学和产业组织
理论的角色 4
1.2 经济利润的度量和最大化 5
1.2.1 使用资源的经济成本 6
1.2.2 经济利润与会计利润 9
1.2.3 企业价值最大化 10
1.2.4 价值最大化与利润最大化
的等效性 10
1.2.5 经理人常犯的错误 11
1.3 所有权与控制权分离 13
1.3.1 委托-代理问题 15
1.3.2 公司的控制机制 16
1.4 市场结构和管理决策 17
1.4.1 什么是市场 17
1.4.2 不同的市场结构 17
1.4.3 市场的国际化 19
1.5 本章小结 20
关键词 20
概念性习题 21
概念性习题答案 22
应用性习题 22
附录1A 现值计算方法 23
数学练习题 25
第2章需求、供给与市场均衡 26
2.1 需求 27
2.1.1 广义需求函数：Qd=f(P, M,
PR, T, Pe, N) 27
2.1.2 直接需求函数：Qd=f(P) 30
2.1.3 逆需求函数：P=f(Qd) 31
2.1.4 沿着需求曲线的移动 32
2.1.5 需求曲线的移动 32
2.2 供给 36
2.2.1 广义供给函数：Qs=f(P, PI,
Pr, T, Pe, F) 36
2.2.2 直接供给函数：Qs=f(P) 38
2.2.3 逆供给函数：P=f(Qs) 39
2.2.4 供给曲线的移动 39
2.3 市场均衡 41
2.4 衡量市场交易的价值 43
2.4.1 消费者剩余 44
2.4.2 生产者剩余 45
2.4.3 社会剩余 45
2.5 市场均衡的变动 46
2.5.1 需求变化（供给不变） 46
2.5.2 供给变化（需求不变） 47
2.5.3 需求与供给的同时变化 48
2.5.4 定性分析：预测飞机票
价格的变动方向 49
2.5.5 定量分析：广告与牛奶的
价格 52
2.6 限制价与支持价 53
2.7 本章小结 54
关键词 55
概念性习题 57
概念性习题答案 60
应用性习题 63
第3章优化决策的边际分析 65
3.1 概念和术语 66
3.2 无约束下的最优化 67
3.2.1 行动的最优水平（A*） 67
3.2.2 边际收益和边际成本 69
3.2.3 用边际分析找到最优行动
水平 71
3.2.4 离散变量的最大化问题 72
3.2.5 与决策无关的沉没成本、
固定成本和平均成本 73
3.3 有约束下的最优化 74
3.3.1 在某一行动上单位美元的
边际收益 75
3.3.2 有约束的最大化 75
3.3.3 实例：广告费用的优化配置 76
3.3.4 有约束的最小化 78
3.4 本章小结 79
关键词 80
概念性习题 80
概念性习题答案 83
应用性习题 85
附录3A 优化理论概述 86
数学练习题 88
第4章基本估计技术 89
4.1 简单线性回归模型 90
4.1.1 假设回归模型 90
4.1.2 随机误差项 90
4.2 拟合回归曲线 92
4.3 统计显著性检验 95
4.3.1 ^b的相关频率分布 95
4.3.2 t比的概念 96
4.3.3 对统计显著性的t检验 97
4.3.4 用p值决定统计显著性 98
4.4 回归方程的评估 99
4.4.1 可决系数 99
4.4.2 F统计量 100
4.4.3 实例：SLM公司产品
质量控制 102
4.5 多元回归 103
多元回归模型 103
4.6 非线性回归分析 105
4.6.1 二次回归模型 105
4.6.2 对数—线性回归模型 107
4.7 本章小结 109
关键词 110
概念性习题 111
概念性习题答案 113
应用性习题 115
附录4A 回归分析中的一些问题 117
第二部分需求分析
第5章消费者行为理论 120
5.1 消费者理论的基本假设 120
5.1.1 消费者优化问题 120
5.1.2 消费者偏好特点 121
5.1.3 效用函数 122
5.2 无差异曲线 122
5.2.1 边际替代率 123
5.2.2 无差异图 124
5.2.3 边际效用与边际替代率 125
5.3 消费者预算约束 127
5.3.1 预算线 127
5.3.2 预算线的移动 128
5.4 效用最大化 129
5.4.1 有限货币收入下的效用
最大化 129
5.4.2 边际效用均等 132
5.4.3 热狗和可口可乐的最佳
组合 134
5.5 单个消费者需求曲线和市场
需求曲线 134
5.5.1 单个消费者的需求曲线 134
5.5.2 市场需求和边际收益 135
5.6 角解 137
5.7 本章小结 138
关键词 139
概念性习题 139
概念性习题答案 144
应用性习题 146
附录5A 消费者理论中的一般数学方法 147
数学练习题 148
在线附录1 价格变化的替代效应和
收入效应 148
第6章弹性和需求 149
6.1 需求价格弹性 150
6.1.1 预测需求数量变化的
百分比 151
6.1.2 预测价格变化的百分比 151
6.2 价格弹性和总收益 151
6.2.1 需求价格弹性和总收益
的变动 151
6.2.2 Borderline音响商场的价格
变化 153
6.3 影响需求价格弹性的因素 154
6.3.1 替代品的可获性 154
6.3.2 消费预算的份额 154
6.3.3 调整需要的时间 154
6.4 需求价格弹性计算 155
6.4.1 弧弹性计算 155
6.4.2 点弹性计算 156
6.4.3 沿需求曲线的弹性变化 158
6.5 边际收益、需求和价格弹性 159
6.5.1 边际收益与需求 160
6.5.2 边际收益与价格弹性 162
6.6 其他需求弹性 163
6.6.1 收入弹性（EM） 164
6.6.2 交叉价格弹性（EXR） 165
6.7 本章小结 168
关键词 168
概念性习题 169
概念性习题答案 172
应用性习题 174
附录6A 需求弹性的计算方法 175
数学练习题 176
第7章需求估计和预测 177
7.1 需求估计的直接方法 178
7.1.1 消费者访谈 178
7.1.2 市场研究与实验 179
7.2 经验需求函数 180
7.2.1 广义的经验需求函数 180
7.2.2 线性经验需求函数 180
7.2.3 非线性经验需求函数 181
7.2.4 需求函数的选择 181
7.3 价格制定企业的需求估计 183
例：比萨饼的需求估计 183
7.4 时间序列预测销售量和价格 186
7.4.1 线性趋势预测法 187
7.4.2 例：Terminator Pest Control
公司的销售预测 187
7.4.3 例：佐治亚木材价格预测 188
7.5 季节性（周期性）变化 189
7.5.1 利用哑变量修正季节性
变化 189
7.5.2 例：哑变量技术 190
7.6 几句忠告 195
7.7 本章小结 196
关键词 197
概念性习题 197
概念性习题答案 199
应用性习题 200
附录7A 经验需求弹性 201
在线附录2 价格接受型企业的需求
估计与预测 202
第三部分生产与成本分析
第8章短期生产与成本理论 204
8.1 生产和成本理论中的一些基本
概念 205
8.1.1 生产函数 205
8.1.2 技术有效和经济有效 206
8.1.3 生产中的投入 206
8.1.4 生产周期的短期和长期 207
8.1.5 沉没成本和可避免成本 208
8.2 短期生产 209
8.2.1 总产量 209
8.2.2 平均产量和边际产量 210
8.2.3 边际实物报酬递减法则 212
8.2.4 固定投入变动 213
8.3 短期生产成本 215
8.3.1 短期总成本 216
8.3.2 平均成本和边际成本 217
8.3.3 一般短期平均成本和边际
成本曲线 219
8.4 短期成本函数和生产函数的
关系 220
8.4.1 总成本和短期生产函数 220
8.4.2 平均变动成本和平均产量 220
8.4.3 边际成本和边际产量 221
8.4.4 AVC、MC、AP和MP之间
的几何关系 221
8.5 本章小结 223
关键词 224
概念性习题 225
概念性习题答案 227
应用性习题 229
附录8A 短期生产与成本函数之间
关系的推导 230
数学练习题 231
第9章长期生产与成本理论 232
9.1 等产量线 233
9.1.1 等产量线的特征 233
9.1.2 边际技术替代率 234
9.1.3 边际技术替代率和边际
产量之间的关系 234
9.2 等成本线 235
9.2.1 等成本线的特征 235
9.2.2 等成本线的移动 236
9.3 投入的优化组合 236
9.3.1 给定产量下的最小成本 237
9.3.2 成本最小化的边际
产量法 238

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