杰弗里?佩洛夫（Jeffrey M. Perloff）美国加州大学伯克利分校农业与资源经济学教授，美国农业经济学会会士。拥有麻省理工学院经济学博士学位。研究领域包括产业组织理论、劳动经济学、计量经济学等。
詹姆斯?布兰德（James A. Brander）加拿大不列颠哥伦比亚大学Sauder商学院国际商务与公共政策教授，拥有美国斯坦福大学经济学博士学位。研究领域包括创新经济学、国际贸易与投资、产业组织等。
Successful managers make extensive use of economic tools when making important decisions. They use these tools to produce at minimum cost， to choose an output level to maximize profit， and for many other managerial decisions including:
?? Whether to offer buy-one-get-one-free deals
?? How much to advertise
?? Whether to sell various goods as a bundle
?? What strategies to use to compete with rival firms
?? How to design compensation contracts to provide appropriate incentives for employees
?? How to structure an international supply chain to take advantage of cross-country differences in production costs
We illustrate how to apply economic theory using actual business examples and real data. Our experience teaching managerial economics at the Wharton School (University of Pennsylvania) and the Sauder School of Business (University of British Columbia) as well as teaching a wide variety of students at the Massachusetts Institute of Technology; Queen’s University; and the University of California， Berkeley， has convinced us that students prefer our emphasis on real-world issues and examples from actual markets.
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