個體經濟學 (5版)

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個體經濟學 第五版 作者：謝振環 著 ISBN：9786267130308 版次：5 年份：2022 出版商：東華書局 頁數/規格：512頁/平裝雙色 內容簡介 本書特色 本書藉著四種形式將重要觀念詳細剖析：直覺文字、圖形、邊做邊學習題及一點點的數學。 每一章的前言都會以一個實例帶出重點，儘管個體經濟學充斥著許多模型，如利潤極大化、寡占模型、賽局理論，本書均以淺顯易懂的圖形來予以解說。 邊做邊學習題與選擇題部分則協助學生建立自己的經濟分析工具。 本書儘量減少使用數學，而以圖形與文字讓學生瞭解主要概念。 目　錄 Chapter 1　緒論 Chapter 2　供給與需求的基本分析 Chapter 3　消費者行為 Chapter 4　需求理論與消費者選擇的應用 Chapter 5　生產 Chapter 6　成本與成本極小 Chapter 7　完全競爭 Chapter 8　獨占 Chapter 9　寡占與壟斷性競爭 Chapter 10　賽局理論與策略行為 Chapter 11　生產因素市場 Chapter 12　資本預算與資本成本 Chapter 13　資本市場 Chapter 14　資訊經濟學 Chapter 15　外部性與公共財

行銷管理:創新與挑戰 (6版)

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行銷管理：創新與挑戰 ISBN13：9789865492786 出版社：雙葉書廊 作者：張國雄 裝訂／頁數：平裝／400頁 規格：26cm*19cm*1.5cm (高/寬/厚) 版次：6 出版日：2023/06/01 內容簡介 行銷5.0是最新的行銷趨勢，結合了行銷3.0（以人為本）與行銷4.0（數位科技行銷），採用智慧的MarTech（行銷科技）來提升整個顧客旅程的價值，是科技與人性融合的一種全方位行銷。 本書主要特色是以行銷5.0為核心，理論與實務並重。在理論方面，本書除專章介紹晚近流行之行銷主題（數位行銷、關係行銷及服務行銷）外，並加入行銷理論的相關文獻。在行銷實務上，本書提供豐富的行銷案例，讓讀者得以培養寬廣之行銷視野。 一、多元BOX輔助教學與學習 章首專欄：各章開頭「行銷人員的挑戰」，敘述行銷人員可能面臨到的挑戰，為各章作開場白，點出各章所要探討的相關問題。 各章專欄：「行銷典範、行銷創新、全球視野」等專欄，援引了國內外具代表性的行銷個案，可與該章介紹的理論與內容相互印證。 章末專欄：「理論與實務對話」為該章主題內容進行總結性之討論與練習，以培養分析整合能力、創新能力及問題解決能力。 二、多樣化題型幫助學習 章末單元「問題與討論」：包括選擇題、思考題及報告題等，以提升讀者的問題分析、歸納報告能力，並了解自己的學習情況。 目錄 PART 1 行銷概論 CHAPTER 1 行銷的本質 行銷人員的挑戰 ONE BOY 衝鋒衣 1.1 行銷的核心概念 1.2 什麼是行銷 1.3 誰需要從事行銷 1.4 行銷管理哲學的演進 1.5 顧客價值、滿意度與忠誠度 全球視野 蝦皮成為全球最佳電商品牌的祕密 行銷創新 日出茶太進駐法國羅浮宮 理論探索 行銷 5.0 行銷創新 海底撈的服務創新模式 理論與實務對話 老協珍的佛跳牆與即飲補品 CHAPTER 2 策略行銷規劃 行銷人員的挑戰 八方雲集的策略規劃 2.1 策略規劃的概述 2.2 公司層次的策略規劃 2.3 事業部層次的策略規劃 2.4 行銷功能層次的策略規劃 行銷典範 六角公司的願景與組織文化 行銷創新 Away 行李箱的創新模式 行銷創新 美國中式速食龍頭熊貓快餐 理論與實務對話 瓦城收購樂子 PART 2 購買行為分析與市場區隔 CHAPTER 3 行銷研究 行銷人員的挑戰 電玩遊戲市場面臨衰退 3.1 行銷研究的概述 3.2 行銷研究的程序 3.3 抽樣方法 3.4 問卷調查 全球視野 可口可樂行銷研究失敗 全球視野 全球手機需求明顯下降 行銷典範 啤酒與尿布 行銷創新 線上學習平台課程銷售破億 行銷創新 Google 地圖熱搜全球前十 全球視野 疫情期間來臺旅客消費及動向調查 理論與實務對話 女性 outlet 刷卡單筆金額高於男性 CHAPTER 4 購買行為分析 行銷人員的挑戰 國人報復性消費 4.1 消費者購買決策模式 4.2 消費者購買決策類型 4.3 影響消費者購買行為的因素 4.4 消費者購後行為反應 4.5 組織市場的特性 4.6 組織購買的類型 理論探索 理性行為理論與計畫行為理論 理論探索 置入性行銷 行銷典範 報復性消費國內信用卡年增率創新高 理論與實務對話 臺中築間、嗑肉石鍋掀展店潮 CHAPTER 5 市場區隔、目標市場與定位 行銷人員的挑戰 路易莎咖啡提供訂閱制 5.1 目標市場行銷 5.2 市場區隔的概述 5.3 市場區隔的基礎 5.4 市場區隔的成功要件 5.5 市場區隔策略 5.6 產品定位的概述 行銷創新 星巴克商業模式的創新 行銷創新 怡客咖啡的市場區隔 全球視野 西南航空公司的藍海策略 行銷創新 Zoom 的市場區隔 理論與實務對話 可爾姿女性健身品牌 PART 3 行銷組合策略 CHAPTER 6 產品策略 行銷人員的挑戰 麥當勞素食漢堡 McPlant 6.1 產品的定義 6.2 產品的分類 6.3 產品組合策略 6.4 產品線策略 6.5 新產品開發 6.6 產品生命週期概述 行銷創新 電動車的商業模式 行銷典範 iPhone 15 將有六大獨特功能 理論探索 科技接受模式 理論與實務對話 無人機的產品創新 CHAPTER 7 品牌策略 行銷人員的挑戰 Tesla 品牌價值成長幅度驚人 7.1 品牌的概述 7.2 品牌權益 7.3 品牌決策的程序 7.4 使用誰的品牌 7.5 品牌策略 7.6 品牌管理 行銷典範 中間商的自有品牌 行銷典範 八方雲集的品牌策略 行銷創新 洪瑞珍三明治商標爭議 全球視野 中國無印良品控告日本 MUJI 理論與實務對話 Apple 的品牌價值 CHAPTER 8 行銷通路 行銷人員的挑戰 統一集團收購臺灣家樂福 8.1 行銷通路的概述 8.2 行銷通路的結構類型 8.3 行銷通路系統 8.4 行銷通路的決策 8.5 通路的合作與衝突 行銷典範 歇腳亭的加盟制度 行銷創新 國內銀行縮減分行家數 行銷典範 潛艇堡 SUBWAY 銷售額下滑 理論與實務對話 蝦皮購物店到店服務 CHAPTER 9 零售、商圈與物流管理 行銷人員的挑戰 好市多吸引消費者購物的祕訣 9.1 零售的類型 9.2 商圈的概述 9.3 物流管理的概述 行銷典範 outlet 商場成為百貨新藍海 行銷創新 OK 便利商店的競爭優勢 行銷創新 超商開元宇宙無人商店 行銷創新 臺灣十大必逛人氣夜市 理論與實務對話 全聯收購大潤發 CHAPTER 10 定價策略 行銷人員的挑戰 中國比亞迪電動車漲價 10.1 影響企業定價的因素 10.2 企業定價的方式 10.3 企業定價的調整 10.4 對競爭者掀起價格戰之回應 行銷典範 好市多的定價邏輯 行銷創新 訂閱經濟的定價 理論探索 定價心理學：對比效應 理論探索 定價心理學：沉沒成本 理論與實務對話 特斯拉的降價策略 CHAPTER 11 整合行銷溝通與促銷策略 行銷人員的挑戰 洪瑞珍全新概念店開幕三天免費送 11.1 行銷溝通組合的概述 11.2 行銷溝通的程序 11.3 整合行銷溝通的概述 11.4 促銷策略 行銷創新 折疊手機的代言人 理論探索 推敲可能性模式 行銷焦點 電信公司 iPhone 14 促銷戰 行銷焦點 促銷的法律問題 理論與實務對話 Nike 的健身 APP CHAPTER 12 廣告與人員銷售 行銷人員的挑戰 全球數位廣告 12.1 推式策略及拉式策略 12.2 廣告的類型 12.3 廣告訊息 12.4 廣告代言人 12.5 媒體展露效果 12.6 人員銷售的任務 12.7 銷售人員的薪酬與激勵 行銷焦點 特斯拉廣告不實遭韓國政府罰款 行銷創新 廣告金句獎 行銷創新 布萊德‧彼特擔任 De’Longhi 的代言人 行銷典範 超級業務員的成功心法 理論與實務對話 Netflix 的幽默廣告 ...

Horngren成本會計學(下) (Datar/ Horngren's Cost Accounting: A Managerial Emphasis 17e) 17/e 2022 <華泰文化> (17版)

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原文書資訊 書名:Horngen's Cost Accounting: A Managerial Emphasis (GE) 17/E 作者: Horngen ISBN: 9781292363073 出版社: Pearson 出版年: 2021年 中文書資訊 書名: Horngren成本會計學(上) 作者: 林谷峻/Horngren ISBN: 9789860674477 出版社: 華泰 出版年: 2021年 書名: Horngren成本會計學(下) 作者: 林谷峻/Horngren ISBN: 9786269513512 出版社: 華泰 出版年: 2022年

Microeconomics: Theory and Applications with Calculus (5版)

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【原文書】 書名：Microeconomics: Theory and Applications with Calculus 5/E 作者：Perloff 出版社：Pearson 出版日期：2022 ISBN：9781292359120

Economics (3版)

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Economics 作 / 譯 者 ： Dean S. Karlan,Jonathan J. Morduch I S B N - 13 ： 9781260566062 I S B N - 10 ： 1260566064 類 別： 經濟學原理 版 次： 3 版 年 份： 2021 規 格： 992 頁 出 版 商： McGraw Hill Education 內容簡介 Improve YOUR world. Dean Karlan and Jonathan Morduch’s Economics 3e is built around the central concept that economics is a powerful and positive tool that students can use right now to improve their world. Economics uses examples and issues that resonate with students’ experience to draw them in and frame ideas to help develop their economic intuition. 1. Using a balanced approach, students are able to sharpen their own understanding of topics by focusing on the data and evidence behind the effects they see. Students are equipped to understand and respond to real-life situations thought their new economic lens and challenged to decided how they will improve their world. 2. The third edition delivers core economic concepts along with exciting new ideas in economic though and strives to keep students engaged by confronting issues that are important in the world 3. This text combines a familiar curriculum with material from new research and applied areas such as finance, behavioral economics, and the political economy. Students and faculty will find content that breaks down barriers between what takes place in the classroom and what happens in our nation and our world, with applications that are driven by empirical evidence, data, and research. 4. Karlan and Morduch show students that economics is a tool to improve one'sown life and promote better public and business policies in the world. At the same time, this third edition challenges students to reach their own conclusions about how they will improve their world. 目錄 PART I: THE POWER OF ECONOMICS Ch 1 Economics and Life Ch 2 Specialization and Exchange PART II: SUPPLY AND DEMAND Ch 3 Markets Ch 4 Elasticity Ch 5 Efficiency Ch 6 Government Intervention PART III: INDIVIDUAL DECISIONS Ch 7 Consumer Behavior Ch 8 Behavioral Economics: A Closer Look at Decision Making Ch 9 Game Theory and Strategic Thinking Ch10 Information Ch11 Time and Uncertainty PART IV: FIRM DECISIONS Ch12 The Costs of Production Ch13 Perfect Competition Ch14 Monopoly Ch15 Monopolistic Competition and Oligopoly Ch16 The Factors of Production Ch17 International Trade PART V: PUBLIC ECONOMICS Ch18 Externalities Ch19 Public Goods and Common Resources Ch20 Taxation and the Public Budget Ch21 Poverty, Inequality, and Discrimination Ch22 Political Choices Ch23 Public Policy and Choice Architecture PART VI: THE DATA OF MACROECONOMICS Ch24 Measuring GDP Ch25 The Cost of Living PART VII: LABOR MARKETS AND ECONOMIC GROWTH Ch26 Unemployment and the Labor Market Ch27 Economic Growth PART VIII: THE ECONOMY IN THE SHORT AND LONG RUN Ch28 Aggregate Expenditure Ch29 Aggregate Demand and Aggregate Supply Ch30 Fiscal Policy PART

統計學 (15版)

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產品介紹 本書內容採用問題情境導向的編寫方式，以解決實務問題為目標，引導出統計方法的介紹與應用。同時提供豐富的個案、範例與習題，闡明統計在商業及經濟領域的廣泛用途。讓讀者可隨時練習將統計方法應用在實務資料的處理上，有助於提升學習興趣。 邊欄、註腳及評註：邊欄註釋是本書的特色之一，將重要的概念標示於邊欄，用以強調內文中所提及的重要觀念。各章節後面附有評註，目的在提供學生對統計的方法及應用有更深入的瞭解。評註包括統計方法在應用上的警告或限制、應用建議、技術性考量的簡要說明等等。 方法習題、應用習題及補充習題：章節後習題分成兩個部分：「方法」和「應用」。「方法」習題要求學生使用公式及進行必要的計算。「應用」習題則要求學生於真實世界的實際情形中使用該章教材。補充習題與個案問題則是讓學生嘗試解決問題，以評估自己對於該單元的了解程度。 本書包含200個以上的Excel檔資料集，可供學生以統計軟體操作練習。附有資料集的練習題可在邊欄看到圖案標示。 目錄 第1章 資料與統計 第2章 敘述統計：表格與圖形法 第3章 敘述統計：數值方法 第4章 機率導論 第5章 離散機率分配 第6章 連續機率分配 第7章 抽樣與抽樣分配 第8章 區間估計 第9章 假設檢定 第10章 兩母體平均數與比例的推論 第11章 母體變異數的推論 第12章 比較多個比例、獨立性與適合度的檢定 第13章 實驗設計與變異數分析 第14章 簡單線性迴歸 第15章 複迴歸 第16章 迴歸分析：模型建立 附錄 Ａ參考文獻與書目 Ｂ表格 Ｃ總和符號 Ｄ以Excel計算p值

Corporate Finance(2025 Release) (14版)

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【簡介】 Corporate Finance, by Ross, Westerfield, Jaffe, Jordan, was written for the corporate finance course at the MBA level and the intermediate course in many undergraduate programs. The text emphasizes the modern fundamentals of the theory of finance while providing contemporary examples to make the theory come to life. The authors aim to present corporate finance as the working of a small number of integrated and powerful intuitions rather than a collection of unrelated topics. They develop the central concepts of modern finance: arbitrage, net present value, efficient markets, agency theory, options, and the trade-off between risk and return, and use them to explain corporate finance with a balance of theory and application. 【章節目錄】 PART I: OVERVIEW Ch 1 Introduction to Corporate Finance Ch 2 Financial Statements and Cash Flow Ch 3 Financial Statements Analysis and Financial Models PART II: VALUATION AND CAPITAL BUDGETING Ch 4 Discounted Cash Flow Valuation Ch 5 Net Present Value and Other Investment Rules Ch 6 Making Capital Investment Decisions Ch 7 Risk Analysis, Real Options, and Capital Budgeting Ch 8 Interest Rates and Bond Valuation Ch 9 Stock Valuation PART III: RISK Ch10 Lessons from Market History Ch11 Return, Risk, and the Capital Asset Pricing Model Ch12 An Alternative View of Risk and Return: The Arbitrage Pricing Theory Ch13 Risk, Cost of Capital, and Valuation PART IV: CAPITAL STRUCTURE AND DIVIDEND POLICY Ch14 Efficient Capital Markets and Behavioral Challenges Ch15 Long-Term Financing Ch16 Capital Structure: Basic Concepts Ch17 Capital Structure: Limits to the Use of Debt Ch18 Valuation and Capital Budgeting for the Levered Firm Ch19 Dividends and Other Payouts PART V: LONG-TERM FINANCE Ch20 Raising Capital Ch21 Leasing PART VI: OPTIONS, FUTURES, AND CORPORATE FINANCE Ch22 Options and Corporate Finance Ch23 Options and Corporate Finance: Extensions and Applications Ch24 Warrants and Convertibles Ch25 Derivatives and Hedging Risk PART VII: SHORT-TERM FINANCE Ch26 Short-Term Finance and Planning Ch27 Cash Management Ch28 Credit and Inventory Management PART VIII: SPECIAL TOPICS Ch29 Mergers, Acquisitions, and Divestitures Ch30 Financial Distress Ch31 International Corporate Finance  

Modern Discrete Probability: An Essential Toolkit (Cambridge Series in Statistical and Probabilistic Mathematics) (1版)

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【簡介】 Providing a graduate-level introduction to discrete probability and its applications, this book develops a toolkit of essential techniques for analysing stochastic processes on graphs, other random discrete structures, and algorithms. Topics covered include the first and second moment methods, concentration inequalities, coupling and stochastic domination, martingales and potential theory, spectral methods, and branching processes. Each chapter expands on a fundamental technique, outlining common uses and showing them in action on simple examples and more substantial classical results. The focus is predominantly on non-asymptotic methods and results. All chapters provide a detailed background review section, plus exercises and signposts to the wider literature. Readers are assumed to have undergraduate-level linear algebra and basic real analysis, while prior exposure to graduate-level probability is recommended. This much-needed broad overview of discrete probability could serve as a textbook or as a reference for researchers in mathematics, statistics, data science, computer science and engineering. 【目錄】

Essential Statistics (2版)

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【原文書】 書名：Essential Statistics 2/E 作者：William Navidi/Barry Monk 出版社：McGraw-Hill 出版日期：2018 ISBN：9781260083699

AN ESSENTIAL GUIDE TO BUSINESS STATISTICS 2015

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【簡介】 An Essential Guide to Business Statistics offers a clear and concise introduction for business students studying statistics for the first time. It helps them to become proficient in using statistical techniques and interpreting their results within a business content and will enable them to have a better understanding of customers, decision making and planning for the future. This is an ideal resource for undergraduate business students taking introductory modules in business statistics or quantitative methods. Accompanying the text is a rich supporting website which contains additional teaching and learning materials including slides for each chapter, tutorials in excel, self-test quizzes and student practice projects at varying difficulty levels. 【目錄】

Essentials of Statistics for Business and Economics (10版)

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【簡介】 Learn how statistical information impacts decisions in today’s business world as Camm/Cochran/Fry/Ohlmann/Anderson/Sweeney/Williams' leading ESSENTIALS OF STATISTICS FOR BUSINESS AND ECONOMICS, 10E connects key concepts in each chapter to actual business practices. This edition combines clear statistical methods with a proven approach that presents a problem, then scenario. Updated applications reflect the latest developments in business and statistics. You work with more than 350 new and updated business examples, approximately 50 new and updated cases and hands-on exercises that highlight statistics in action. You also gain practice using leading professional statistical software with exercises and appendices that walk you through using Excel®, R and JMP® Student Edition. 【目錄】 1. Data and Statistics. 2. Descriptive Statistics: Tabular and Graphical Displays. 3. Descriptive Statistics: Numerical Measures. 4. Introduction to Probability. 5. Discrete Probability Distributions. 6. Continuous Probability Distributions. 7. Sampling and Sampling Distributions. 8. Interval Estimation. 9. Hypothesis Tests. 10. Inference about Means and Proportions with Two Populations. 11. Inferences about Population Variances. 12. Comparing Multiple Proportions, Test of Independence and Goodness of Fit. 13. Experimental Design and Analysis of Variance. 14. Simple Linear Regression. 15. Multiple Regression. Appendix A: References and Bibliography. Appendix B: Tables. Appendix C: Summation Notation. Appendix D: Microsoft Excel and Tools for Statistical Analysis. Appendix E: Computing p-Values Using JMP and Excel. Appendix F: Microsoft Excel Online and Tools for Statistical Analysis.

Essentials of Statistics for the Behavioral Science (3版)

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With captivating storytelling, real-world examples, image-and graphic-rich design, accessible mathematics, and step-by-step worked examples, this textbook introduces students to the why and how of statistical practice in the behavioural sciences, helping them break through common barriers to success in the course. This new edition of their briefer textbook offers fresh exercises throughout, stronger reinforcement of the material's relevance and mathematical requirements and more help with creating visual displays. This textbook helps undergraduate behavioural science students taking modules in Research Methods and Statistics get to grips with a subject they often find challenging in an enjoyable and engaging way. The book can also be purchased with the breakthrough online resource, LaunchPad, which offers innovative media content, curated and organised for easy assignability. LaunchPad's intuitive interface presents quizzing, flashcards, animations and much more to make learning actively engaging.