As the boundaries between economic analysis and other business disciplines have become blurred, and as economics has made an increasing contribution to the study of marketing and business strategy, so it becomes possible to link the different subjects. This text includes material on-
* 'The marketing mix' and decisions associated with it.
* Game theory.
* The evolving contribution of economics to the analysis of business strategy - from Porter's work on the structural analysis of industries to the resource-based perspective.
* Network industries and the information economy.
* Transactions cost analysis and its applications.
This book is primarily directed towards second and third year undergraduate students of business, management or accounting, who have already completed a basic introductory course in economics. However, it does not assume any prior knowledge and can also be used as a first introduction to managerial economics for postgraduate or post-experience students.
Features and Benefits
Includes self-test questions, exercises, essay questions and a solutions section.
New structure, starting with the firm, followed by the business environment, the analysis of business decisions and two chapters on public policy.
New chapters on game theory, corporate strategy, the economics of networks and the economics of regulated industries.