Principles of Microeconomics, 4e

■ Principles of Microeconomics, 4th Edition ■ Authors : Robert H Frank, Cornell University Ben Bernanke, Princeton University ■ Copyright : 2009 / McGraw-Hill ■ 421 Page ■ 정가 34,000 원 ■ ISBN 9780071285407
■ Description In recent years, innovative texts in mathematics, science, foreign languages, and other fields have achieved dramatic pedagogical gains by abandoning the traditional encyclopedic approach in favor of attempting to teach a short list of core principles in depth. Two well-respected writers and researchers, Bob Frank and Ben Bernanke, have shown that the less-is-more approach affords similar gains in introductory economics. Although a few other texts have paid lip service to this new approach, Frank/Bernanke is by far the best throughout, and the best executed principles text in this mold. Avoiding excessive reliance on formal mathematical derivations, it presents concepts intuitively through examples drawn from familiar contexts. The authors introduce a coherent short list of core principles and reinforce them by illustrating and applying each in numerous contexts. Students are periodically asked to apply these principles and to answer related questions and exercises. Frank/Bernanke also encourages students to become “Economic Naturalists,” by employing basic economic principles to understand and explain what they observe in the world around them. An economic naturalist understands, for example, that infant safety seats are required in cars but not in airplanes because the marginal cost of space to accommodate these seats is typically zero in cars but often hundreds of dollars in airplanes. Such examples engage student interest while teaching them to see each feature of their economic landscape as the reflection of an implicit or explicit cost-benefit calculation. ■ Table of Contents Part I Introduction Ch 1 Thinking Like an Economist Ch 2 Comparative Advantage Ch 3 Supply and Demand Part II Competition and the Invisible Hand Ch 4 Elasticity Ch 5 Demand Ch 6 Perfectly Competitive Supply Ch 7 Efficiency and Exchange Ch 8 The Invisible Hand in Action Part III Market Imperfections Ch 9 Monopoly, Oligopoly, and Monopolistic Competition Ch 10 Games and Strategic Behavior Ch 11 Externalities and Property Rights Ch 12 The Economics of Information Part IV Economics of Public Policy Ch 13 Labor Markets, Poverty, and Income Distribution Ch 14 The Environment, Health, and Safety Ch 15 Public Goods and Tax Policy Glossary ■ New Features ● Learning Objectives now open every chapter, clearly identifying for the instructor and student the concepts that will be covered in each chapter. This aids the instructor in course organization and assessment, and helps students identify what concepts they should understand at the completion of each chapter. All end-of-chapter problems, Test Bank questions and other ancillary materials are also labeled with the same Chapter Learning Objectives to create consistency and cohesive ease-of-use throughout the package. ● Core principles icons throughout the book flag areas in the text where a core principle is discussed. New in 4e, the core principle being covered will also be listed next to the icon. This will help instructor and student clearly identify to which core principles chapter content relates throughout the text. ● Economic Naturalist Examples are now more clearly labeled and called out in the margins as “Examples”. This allows instructors for more clearly identify what they are, as well as group all examples together for reference, assignment, etc. ● In introductory chapters, authors have combined Pitfalls 3 and 4 to into one Pitfall called: “Failing to Think at the Margin: Ignoring Sunk Costs and Confusing Average and Marginal Costs.” Former Pitfall 3 and 4 both dealt with Thinking at the Margin, so their combination eliminates redundancy and streamlines the material for students to digest. ● The material on outsourcing and international trade (previously Chapter 9) has been integrated into the discussions within Chapter 2: Comparative Advantage. ● Clarification of Formulas and Notation: MQ in the Economies of Scale section is now portrayed as M*Q to clarify that this indicates a multiplication and M times Q. ■ About the Authors Robert H. Frank received his B.S. in mathematics from Georgia Tech in 1966, then taught math and science for two years as a Peace Corps Volunteer in rural Nepal. He received his M.A. in statistics from the University of California at Berkeley in 1971, and his Ph.D. in economics in 1972, also from U.C. Berkeley. He is the Goldwin Smith Professor of Economics at Cornell University, where he has taught since 1972 and where he currently holds a joint appointment in the department of economics and the Johnson Graduate School of Management. During leaves of absence from Cornell, he served as chief economist for the Civil Aeronautics Board from 1978 to 1980 and was a Fellow at the Center for Advanced Study in the Behavioral Sciences in 1992-93. He has published on a variety of subjects, including price and wage discrimination, public utility pricing, the measurement of unemployment spell lengths, and the distributional consequences of direct foreign investment. For the past several years, his research has focused on rivalry and cooperation in economic and social behavior. His books on these themes include Choosing the Right Pond: Human Behavior and the Quest for Status (Oxford University Press, 1985) and Passions Within Reason: The Strategic Role of the Emotions (W.W. Norton, 1988). He and Philip Cook are co-authors of The Winner-Take-All Society (The Free Press, 1995) , which received a Critic’s Choice Award and appeared on both the New York Times Notable Books list and Business Week Ten Best list for 1995. His most recent general interest publication is Luxury Fever (The Free Press, 1999). Professor Frank’s books have been translated into eight languages. He has been awarded an Andrew W. Mellon Professorship (1987 – 1990), a Kenan Enterprise Award (1993), and a Merrill Scholars Program Outstanding Educator Citation (1991). Professor Bernanke received his B.A. in Economics from Harvard University in 1975 and his Ph.D. in economics from MIT in 1979. He taught at the Stanford Graduate School of Business from 1979 to 1985 and moved to Princeton University in 1985, where he was named the Howard Harrison and Gabrielle Snyder Beck Professor of Economics and Public Affairs, where he served as Chairman of the Economics Department. He is a fellow of the American Academy of Arts and Sciences and the Econometrics Society. He was named a member of the Board of Governors of the Federal Reserve in 2002 and became the chairman of the President's council of Economic Advisers in 2005. In 2006 Ben Bernanke was selected to be the Chairman of the Federal Reserve Board. Professor Bernanke's intermediate textbook, with Andrew Abel, Macroeconomics, Fifth Edition (Addison-Wesley, 2004) is a best seller in its field. He has authored more than 50 scholarly publications in macroeconomics, macroeconomic history, and finance. He has done significant research on the causes of the Great Depression, the role of financial markets and institutions in the business cycle, and measuring the effects of monetary policy on the economy. His two most recent books, both published by Princeton University Press, include Inflation Targeting: Lessons from the International Experience (with coauthors) and Essays on the Great Depression. He has served as editor of the American Economic Review and was the founding editor of the International Journal of Central Banking. Professor Bernanke has taught principles of economics at both Stanford and Princeton.


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