管理经济学基础

图书标准信息

• 作者 [美]赫斯切（Hirschey M.） 著；李国津 编
• 出版社 高等教育出版社
• 出版时间 2005-05
• 版次 1
• ISBN 9787040171341
• 定价 39.00元
• 装帧 平装
• 开本 16开
• 纸张 胶版纸
• 页数 460页
• 字数 1000千字

【内容简介】

《管理经济学基础》全面系统阐述了管理经济学的基本理论、优化方法和决策实践，同时根据信息经济、世界经济全球化、技术发展迅速等一系列经济环境的变化，增添了大量新的内容，以适应企业管理实际决策的要求，《管理经济学基础》把厂商视为一个内在的统一体，在此基础上构建一个基本的价值模型，把企业的会计、财务、营销、人事、生产等加以整合，这种整合研究方法表现出作者突出理论前沿、贴近管理决策与实践的写作宗旨。
《管理经济学基础》面向读者需要，可读性极强，适于经济和管理各专业的本科生和研究生作为教材阅读，也适用于各类企业、部门管理干部为增加专业知识和提高管理决策水平而自学学习。

【作者简介】

马克·赫斯切（MarkHirschey），美国堪萨斯大学教授与研究员，教授管理经济学和财务课程。马克·赫斯切是金融经济学协会主席和几个专业组织的成员。他在美国《美国经济评论》、《会计研究》、《企业杂志》、《企业与经济统计》、《金融杂志》等刊物上发表文章。他是《金融经济学》的编辑，《管理与决策经济学》的前编辑。

【目录】

PART1OVERVIEWOFMANAGERIALECONOMICS
1Introduction
HowIsManagerialEconomicsUseful?
ManagerialApplication1.1：ManagerialEthics
TheoryoftheFirm
ProfitMeasurement
WhyDoProfitsVaryAmongFirms?
RoleofBusinessinSociety
ManagerialApplication1.2：TheInternetRevolution
StructureofThisText
Summary
2BasicEconomicRelations
EconomicOptimizationProcess
BasicEconomicRelations
ManagerialApplication2.1：DoesGoodTheoryAlwaysWorkinPractice?
MarginalAnalysisinDecisionMaking
PracticalApplicationsofMarginalAnalysis
ManagerialApplication2.2：HowEntrepreneursShapetheEconomy
IncrementalConceptinEconomicAnalysis
Summary
3StatisticalAnalysisofEconomicRelations
DataSummaryandDescription
MeasuresofCentralTendency
ManagerialApplication3.1：SamplingTechnologyforTVAdvertising
MeasuresofDispersion
HypothesisTesting
RegressionAnalysis
RegressionStatistics
ManagerialApplication3.2：SpreadsheetandStatisticalSoftwareforthePC
DemandEstimationExample
Summary

PART2DEMANDANALYSIS
4DemandandSupply
BasisforDemand
ManagerialApplication4.1：HowtheInternetAffectsDemandandSupply
MarketDemandFunction
DemandCurve
BasisforSupply
MarketSupplyFunction
SupplyCurve
ManagerialApplication4.2：DemandandSupplyConditionsforEconomists
MarketEquilibrium
Summary
5DemandAnalysisandEstimation
DemandSensitivityAnalysis：Elasticity
PriceElasticityofDemand
ManagerialApplication5.1：DueDiligenceinE-Commerce
PriceElasticityandMarginalRevenue
PriceElasticityandOptimalPricingPolicy
ManagerialApplication5.2：RelationshipMarketing
Cross-PriceElasticityofDemand
IncomeElasticityofDemand
Summary
6Forecasting
WhatIsEconomicForecasting?
CommonTypesofForecastingProblems
ManagerialApplication6.1：EconomicForecasting：TheArtandtheScience
QualitativeAnalysis
TrendAnalysisandProjection
BusinessCycle
ExponentialSmoothingTechniques
ManagerialApplication6.2：TheStockMarketandtheBusinessCycle
Summary

PART3PRODUCTIONANDCOSTANALYSIS
7ProductionAnalysisandCompensationPolicy
ProductionFunctions
Total，Marginal，andAverageProduct
ManagerialApplication7.1：TotalQualityManagement
LawofDiminishingReturnstoaFactor
InputCombinationChoice
ManagerialApplication7.2：AreCEOsOverpaid?
MarginalRevenueProductandOptimalEmployment
InputDemandFunction
OptimalCombinationofMultipleInputs
OptimalLevelsofMultipleInputs
ReturnstoScale
ProductionFunctionEstimation
ProductivityMeasurement
Summary
CostAnalysisandEstimation
WhatMakesCostAnalysisDifficult?
OpportunityCosts
IncrementalandSunkCostsinDecisionAnalysis
Short-RunandLong-RunCosts
Short-RunCostCurves
ManagerialApplication8.1：GapsinGAAP?
Long-RunCostCurves
MinimumEfficientScale
FirmSizeandPlantSize
ManagerialApplication8.2：BiggerIsntAlwaysBetter
LearningCurves
EconomiesofScope
Cost-Volume-ProfitAnalysis
Summary

PART4MARKETSTRUCTUREANALYSISANDESTIMATION
9PerfectCompetitionandMonopoly
ContrastBetweenPerfectCompetitionandMonopoly
ManagerialApplication9.1：IstheStockMarketPerfectlyCompetitive?
FactorsThatDeterminetheLevelofCompetition
PerfectCompetition
Monopoly
CountervailingPower：TheMonopoly/MonophonyConfrontation
MeasurementofBusinessProfitRates
ManagerialApplication9.2：WrigleysSuccessFormula
LinkBetweenMarketStructureandBusinessProfitRates
CompetitiveStrategyinPerfectlyCompetitiveandMonopolyMarkets
Summary
10MonopolisticCompetitionandOligopoly
ContrastBetweenMonopolisticCompetitionandOligopoly
MonopolisticCompetition
ManagerialApplication10.1：Intel：RunningFasttoStayinPlace
IllustrationofMonopolisticallyCompetitiveEquilibrium
Oligopoly
NonpriceCompetition
GameTheory
ManagerialApplication10.2：Dot.com
MarketStructureMeasurement
CensusMeasuresofMarketConcentration
CompetitiveStrategyinMonopolisticCompetitionandOligopolyMarkets
Summary
11PricingPractices
MarkupPricing
ManagerialApplication11.1：10~foraGallonofGasinDayton，Ohio
MarkupPricingandProfitMaximization
PriceDiscrimination
PriceDiscriminationExample
Multiple-UnitPricingStrategies
ManagerialApplication11.2：DoCollegesPriceDiscriminate?
Multiple-ProductPricing
ExampleofJointProductPricing
TransferPricing
GlobalTransferPricingExample
Summary

PART5LONG-TERMINVESTMENTDECISIONS
12RegulationoftheMarketEconomy
CompetitionandtheRoleofGovernment
RegulatoryResponsetoIncentiveFailures
WhoPaystheCostsofRegulation?
RegulatoryResponsetoStructuralFailures
ManagerialApplication12.1：MicrosoftsAntitrustWoes
AntitrustPolicy
ManagerialApplication12.2：TheEnronDebacle
ProblemswithRegulation
DeregulationMovement
Summary
13RiskAnalysis
ConceptsofRiskandUncertainty
ProbabilityConcepts
StandardNormalConcept
ManagerialApplication13.1：WhyLotteriesArePopular
UtilityTheoryandRiskAnalysis
ManagerialApplication13.2：EmployeeStockOptions
AdjustingtheValuationModelforRisk
DecisionTreesandComputerSimulation
UsesofGameTheoryinRiskAnalysis
Summary
14CapitalBudgeting
CapitalBudgetingProcess
StepsinCapitalBudgeting
ManagerialApplication14.1：Market-BasedCapitalBudgeting
CashFlowEstimationExample
CapitalBudgetingDecisionRules
ChoosingAmongAlternativeProjects
CostofCapital
ManagerialApplication14.2：CapitalAllocationatBerkshireHathaway，Inc.
OptimalCapitalBudget
Summary
Appendix：InterestFactorTables
SelectedCheckFiguresforEnd-of-ChapterProblems
Glossary