How do economists decide what questions to address and how to choose their theories? How do they tackle the problems of the economic system and give advice on public policy? With these questions, Nobel laureate R.H. Coase reflects on some of the most fundamental concerns of economists over the past two centuries. In 15 essays, he evaluates the contributions of a number of figures, including Adam Smith, Alfred Marshall, Arnold Plant, Duncan Black, and George Stigler, as well as economists at the London School of Economics in the 1930s.

Learn how to create value and gain loyal customers. Today’s marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help readers understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework. The fourteenth edition includes coverage on sustainability and a focus on marketing in today's challenging economic climate.
MyLab或是Mastering系列是在线作业系统。Access Code Card是在线作业系统的访问码，是老师和学生课堂之外网络互动及交流的平台，个人是无法使用这个平台的。请读者注意您购买的这个ISBN是不带Access Code Card的。

Review
White House Budget Director Peter Orszag is a numbers guy, a propeller head as President Obama would say. But as David Von Drehle and I write in this week's print version of Time, Orszag has been spending his time recently reading not about spreadsheets, but about psychology. In particular, he has been reading a new book by the economists George Akerlof and Robert Shiller called Animal Spirits: How Human Psychology Drives The Economy, and Why It Matters For Global Capitalism. . . . We are, it turns out, slaves to the Animal Spirits. They have brought us to our knees. And now they are the only things that can save us.
(Michael Scherer, Time.com's "Swampland" )
In their new book, two of the most creative and respected economic thinkers currently at work, George Akerlof and Robert Shiller, argue that the key is to recover Keynes's insight about 'animal spirits'--the attitudes and ideas that guide economic action. The orthodoxy needs to be rebuilt, and bringing these psychological factors into the core of economics is the way to do it. . . . The connections between their thinking on the limits to conventional economics and the issues thrown up by the breakdown are plain, even if they were unable to make every link explicit. Even more than Akerlof and Shiller could have hoped, therefore, it is a fine book at exactly the right time. . . . Animal Spirits carries its ambition lightly--but is ambitious nonetheless. Economists will see it as a kind of manifesto.
(Clive Crook Financial Times )
Animal Spirits is a welcome addition to our Hannitized national economic debate, in which anyone who advocates government spending risks being labeled a socialist. . . . Animal Spirits is most compelling when the authors summon all the key behavioral patterns to explain vast, complex phenomena such as the Great Depression. . . . Animal Spirits . . . [is] aimed squarely at the general reader, and rightly so: Macroeconomics is now everybody's business--the banks are playing with our money.
(Andrew Rosenblum New York Observer )
[A] lively new financial crisis book.
(James Pressley Bloomberg News )
The two superstars have produced a truly innovative and bold work that attempts to show how psychological factors explain the origins of the current mess and offer clues for possible solutions. At a time when plummeting confidence is dragging down the market and the economy, the authors' focus on the psychological aspect of economics is incredibly important.
(Michael Mandel BusinessWeek )
What Sigmund Freud did for the study of the mind, George Akerlof and Robert Shiller are doing for economics. Freud, healer or fake--take your pick--built a career and a field of medicine on the idea that people are driven by irrational forces. Akerlof, professor of economics at the University of California, Berkeley and winner of the 2001 Nobel Prize in economics, and Shiller, the Yale economist who is the eminence grise of the housing meltdown, argue that massive government market intervention programs are the only way to turn fear into enthusiasm for spending and investing--the 'animal spirits' that are an essential part of recovery. . . . Akerlof and Shiller pick up on the idea of the emotional impetus to investment. With elegant reasoning and lovely prose, they demonstrate that we'll all be wallowing in misery unless governments around world, especially the in the G7 nations, help to return markets to optimism. . . . Animal Spirits is a fine discussion of the last few decades of development of economic theory, especially monetary economics.
(Andrew Allentuck The Globe & Mail )
Another contribution to the human-nature-ensures-economics-is-irrational school of thought. But, unlike many of the rants against people trying to make an honest profit, this is a measured examination of how the present crisis is explained in economic terms. And so it should be. George Akerlof is a Nobel prizewinner, Robert Shiller teaches at Yale and is the author of Irrational Exuberance, which should give you an idea of this one's approach. This fascinating work uses economics to explain real-life issues, such as real estate price cycles, to key policy problems, such as the relationship between inflation and employment.
(Stephen Matchett The Australian )
With Animal Spirits we hone in on how incentives and narratives can be created to channel the human psychological factor into collectively healthy directions, and how to be aware of the fictions we tell ourselves about how we wish the world and greed and financial security worked. [Animal Spirits] sheds light on complex issues and leaves readers with a better grasp of undercurrents and--most importantly--a rediscovered belief in principles of common sense and caution.
(Daily Kos )
The new book from George Akerlof and Robert Shiller, Animal Spirits, has been getting a lot of press of late, and quite rightly: it's really good. It's not only very readable; it also offers a compelling vision of a very different type of macroeconomics--one where behavioral considerations are front and center, rather than simply providing what Clive Crook calls 'ad hoc modifications' to the standard, ridiculously oversimplified and unrealistic, model. . . . [I]f you read only one book on this subject, make it Animal Spirits.
(Felix Salmon, Portfolio.com )
As George Akerlof and Robert Shiller show in a new book Animal Spirits, this is no freak storm. It may mark the long-awaited encounter between psychology and economics. . . . Akerlof and Shiller's book is probably the first macroeconomic exploration of the subject that is accessible to those interested in the subject but who don't have the academic training to understand the detailed argument.
(Mint )
Review
This book is a sorely needed corrective. Animal Spirits is an important--maybe even a decisive--contribution at a difficult juncture in macroeconomic theory.
(Robert M. Solow, Nobel Prize-winning economist )

《蒙元入侵前夜的中国日常生活(插图本)》是法国著名汉学大师，法兰西学院院士谢和耐的名作。细致描述了中国历史上的一个特殊时期的下层社会民众生活。《蒙元入侵前夜的中国日常生活》(插图本)这个书名，虽只以寥寥几个单词，却已把直至两宋才臻于化境的中国日常生活艺术的舞台摆到了草原游牧民族不断进犯的黑暗布景之下，从而在读者心目中构成了一种巨大的悬念和反讽。

《春秋大义:中国传统语境下的皇权与学术》的构架，以上千年的纵深探究历史，不但从中国文化中寻根溯源，还兼涉了西方人类学、宗教学、社会学、心理学，与过去强调“中华文化”的优点与特色不同，作者的着力点在发掘人类文化本源的共同之处，演变的结果和过程或许不同，但蒙昧初期的人类，却拥有几乎共同的规范。视野宽了，结论自然出现，如同在太空中看地球，不必用数学推导地球是圆的，就算原始人都看得出来，没有别的原因，站的高度不同。

《哈耶克自由哲学》内容简介：哈耶克，奥地利裔英国政治思想家和经济学家，新自由主义的代表人物，当代西方自由保守主义最重要的代表。早期的哈耶克主要关注自由市场经济学，首度提出投资过度理论。哈耶克确信资本主义体系自身具有保持稳定的能力，反对国家干预经济生活。由于他在经济学上的突出成就，于1974年获得诺贝尔经济学奖。他的影响遍及经济学、理论心理学、政治哲学、科学哲学、法律人类学、人类思想史等领域，尤其是他在政治哲学领域内对自由主义的褒扬，使他在政治哲学界影响深远，并左右着当代西方政治哲学理论的走向。

关于“熊逸说史”：希望你能够习惯这种诗经说名的方式－－虽然貌似“大话”，其实却是“正说”，虽然貌似诙谐的游戏，其实却隐藏着思考的题目；虽然貌似讲古，其实却千丝万缕地关联着当下。
讲经说史，在经史之外，讲的还是我们思考问题的方式，还有在骗局和迷雾中磨练眼力的方法，还有其他种种。这套书会慢慢把国学经典一部部讲来，用最轻松的语言来解读最晦涩的思想和最费解的历中我。如果你读书的目的只是想从得到轻松一乐，那这套书无疑会满足你的需要，但如果你在笑过之后还多了几分思考，并且表情变得严肃起来，那样的话……

希望你能够习惯这种讲经说史的方式—。一虽然貌似“大话”，其实却是“正说”；虽然貌似诙谐的游戏。其实却隐藏着思考的题目；虽然貌似讲古，其实却千丝万缕地关联着当下。 讲经说史，在经史之外，讲的还有我们思考问题的方式，还有在骗局和迷雾中磨练眼力的方法，还有其他种种。这套书会慢慢把国学经典一部部讲来，用最轻松的语言来解读最晦涩的思想和最费解的历史。如果你读书的目的只是想从中得到轻松一乐，那这套书无疑会满足你的需要，但如果你在笑过之后还多了几分思考，并且表情变得严肃起来，那样的话……

「陳雲的書，他是出一本而我買一本，這本當然不會是例外。文筆犀利，思路清晰，把香港文化放進中國文化歷史以至國際氣候的大格局下拆解、檢視、批判、珍惜，硬手段，軟心腸，展現了知識分子的功力和氣蘊。坦白說句，陳雲，是一個令我又羡慕又妒忌的人。」馬家輝
什麼時候「驕傲」變成褒義詞？傳媒竟以「苦主」形容雷曼事件當事人？簡筆字的「發」字「發」字可以變成同一個字？本來好端端的四個字「禁喂野猴」，現在要用八個字「禁止餵飼野生猴子」；政府官員、文書都將「問責」、「增值」、「持份」、「超標」掛在口邊，幾多句官話其實唔系人話！
從英式中文至回歸後洋化赤化俗化語文大混雜，《中文解毒》為香港文癌語病解解毒。「言之無文，行之不遠」，身為國際大都會的管治者、傳播人和教育者，負好責任，「認真識返幾句人話，寫返好啲中文先啦！」
摘自陳雲序：
『舊時香港官府重辭令，民間重口才，洋化俗化之餘，饒有本土特色。侵佔香港之初，港英謹慎言文，免傷中國人的文化自尊。一九六七年暴動之後，港府驚覺官民疏離，於是改弦易轍，轉變政策，引入一套新的公共語匯。民間則用快捷音譯或巧妙意譯，吸收巴士、T恤、冷氣、電腦、窩輪等新鮮事物，口頭也保存「有何貴幹」、「求之不得」、「唯你是問」等格式古語。
『回歸之後，由於大陸比香港更崇洋，本身也有共產用語，於是香港洋化加上大陸的洋化與赤化，變本加厲，大家衰埋一堆。香港民間也喪失語言自覺，同音錯亂（玩「食字」），懶音橫行，黐脷根粵語雄霸電台。政府亂用洋化詞，取代固有雅詞，如自我增值（進修）、邀請承投意向書（招標）與持份者（受影響人士）。洋化波及句法，污染中文，如說「我對這事有保留」（不敢苟同）、「不排除......（的可能性）」（難保、難免）。大陸用語南下香港，劣幣驅逐良幣，如領導（首長）、超標（過度）、達標（及格）、勢頭（趨勢）、高檔（貴格）、尖子（精英）等。
『當年國共混戰，南海陳公博口占打油詩：「國事丟那媽，心思亂如麻。」作者觀乎香港近年的言文，亦不得不歎曰：「文事丟那媽，筆下亂如麻。」』

围绕中国思想现代化这个主题，林毓生先生的这部文集分为五四运动，自由主义理念、人文重建、台湾当前文化发展、有关当代新儒家等几大部分，体现作者多年来对乌托邦主义的反思。

《哥伦比亚的倒影》是木心的第一部简体中文版作品，内中选编《九月初九》、《哥伦比亚的倒影》、《上海赋》等最能表现木心行文风格的散文13篇，并全文刊印1986年5月9日纽约《中报》副刊《东西风》发起的“木心的散文专题讨论会”文本。

《鱼丽之宴》是木心关于文学的答问录。

《即兴判断》是木心的散文选集，同样是为生活而沉思，为人生而寻觅。

本书为日本中国文学研究专家吉川幸次郎的回忆录.内容包括:1.留学回忆.对于1928-1931年在中国北京留学期间的访谈回忆录,记载了民国时期中国学术界的动向和北京南京等地大学著名教授的学风掌故.2.中国印象追记.对于当时接触的中国社会风情\书坊书肆\学者人物等的追记特写和理解评述.3.中国文学论.对于中国文学的总体性描述.

本书内容广泛涉及人生观、知识观、科学方法论和科学哲学思想等诸多方面，但是作者还是重在探讨人类的创造性思维的奇迹。

《玻璃屋顶》收集作者1999年以后在网络上写的一些随笔，包括《把人集合起来》、《好人常受苦》、《不可理喻》、《我为什么喜欢猫》、《一个人的示威》、《她爬上了屋顶》等篇。