Accessible and undaunting approach for students with very little prior knowledge of the subject Includes economic theory which is used to explore and analyse business issues and application of this theory through international case studiesDemonstrates the links between economics, strategy and marketing'Use of interesting, topical and, above all, relevant examples and case studies bring this economics analysis to life. A rare gem - an economics textbook which is readable!'Dr Michael Roberts, Former Vice Principal, Cadbury College, Birmingham. In brief 'Business Economics: Theory and Application' is an undaunting and accessible text that focuses on the real world of business and how this relates to economics. The links to business are far more intrinsic that in other business economics textbooks where a business flavour is simply added to traditional economics theory. It provides an in-depth jargon-free analysis, particularly relevant for one semester courses. A variety of case studies and questions are used throughout the text both to illustrate key points and for seminar and assignment work. Diagrams are included to aid the explanation of complex issues, and review and discussion questions are incorporated to consolidate and expand on the learning. A lecturer's supplement accompanies the text.Contents  What is business economics? an overview, How businesses produce, Production for profit, Marketing the product, Market forces, Markets in the real world, Competition and competitive strategy, Regulating market power, The macroeconomy and its impact on business 1, The macroeconomy and its impact on business 2, International trade and finance, The internationalism of business, Index