"My goal in writing Microeconomics and Behavior was to produce an intellectually challenging text that would also be accessible and engaging to students. Microeconomics and Behavior develops the core analytical tools with patience and attention to detail. At the same time, it embeds these tools...

When shareholders invest in a corporation they become “locked-in” to the prospects of that firm. A shareholder cannot force the firm to buy back her shares, nor can she force it to dissolve and turn over her pro rata share of its assets. She gets nothing for her capital unless the firm...

This book provides an expert analysis of the theory of the marketing firm by drawing upon operant psychology, economic theory and marketing to argue that all firms exist in order to market. The authors explore the nature of bilateral interdependence and suggest a framework to analyse the...