This textbook is aimed at business and management undergraduates, as well as MBA or DMS students converting from other disciplines, who are taking an introductory module in economics. It explores the application of economic concepts and techniques in business, and how they assist operational decision making and strategy formation. These micro-economic principles are put in context within the wider national and international macro-economic business environment.

This textbook is aimed at business and management undergraduates, as well as MBA or DMS students converting from other disciplines, who are taking an introductory module in economics. It explores the application of economic concepts and techniques in business, and how they assist operational decision making and strategy formation. These micro-economic principles are put in context within the wider national and international macro-economic business environment.

A concise, applied and broad-ranging approach ideal for a one-semester module for business or non-specialist undergraduates
Chapters on business objectives, markets and competition, and international business provide a macro-environmental context
End-of-chapter mini-cases & exercises with questions based on authentic business situations
Integrated illustrative examples highlight the practical application of economic concepts and issues within real organisations
Excellent web resources for lecturers and students

Julian Gough is Principal Lecturer in Economics at the University of Teeside.