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Created by the continuous feedback of a "student-tested, faculty-approved" process, ECON: MICRO, 4E delivers a visually appealing, succinct print component, tear-out review cards for students and instructors and a consistent online offering with Enhanced CourseMate that includes an eBook in addition to a set of interactive digital tools, including quizzes, videos, interactive flashcards, Graphing at a Glance Video Tutorials, ConceptClips, and more - all at a value-based price and proven to increase retention and outcomes. ECON: MICRO, 4E truly leads by example as award-winning instructor and author Will McEachern takes a "just-in-time" approach -- introducing material just as it is needed to develop an argument. Dr. McEachern "teaches by example," using familiar examples and illustrations drawn from students' actual daily lives to vividly demonstrate that when students show up for class the first day, they each come with at least 17 years of first-hand, life experiences in making intuitive economic choices and dealing with economic institutions and events. Using a decidedly user-friendly tone, Dr. McEachern connects these life experiences to key economic concepts. ECON: MICRO, 4E's clear vibrant illustrations and reader-friendly, magazine-style presentation help maintain student interest throughout your course. Students learn from today's latest economic developments and examples, from the impact of the 2008-2009 recessions to the economic effects of the BP oil spill. Chapter-in-Review cards and leading online resources, such as Aplia and Enhanced CourseMate, work with this edition's well-crafted approach to help your students master microeconomics principles while saving you valuable time.

William A. McEachern, University of Connecticut

Dr. William A. McEachern began teaching large sections of economic principles shortly after joining the University of Connecticut. Several years later he began offering teaching workshops around the country. The University of Connecticut Alumni Association conferred on him its Faculty Excellence in Teaching Award in 2000. He earlier won the Association's award for Distinguished Public Service. Dr. McEachern has published books and monographs on public finance, public policy, and industrial organization, including MANAGERIAL CONTROL AND PERFORMANCE (D.C. Heath and Company). His research has also appeared in edited volumes, such as READINGS IN PUBLIC CHOICE ECONOMICS (University of Michigan Press), INTERNATIONAL HANDBOOK ON TEACHING AND LEARNING ECONOMICS (Edward Elgar Publishing), and RETHINKING ECONOMIC PRINCIPLES (Irwin Publishing), He has also published in a variety of refereed journals, including Economic Inquiry, National Tax Journal, Quarterly Review of Economic and Business, Journal of Industrial Economics, Kyklos, Econ Journal Watch, and Public Choice. His principles of economics textbooks have been translated into Spanish, Chinese, and Bahasa Indonesia, and have been adapted for Australia and for India. He is the founding editor of THE TEACHING ECONOMIST, a newsletter that for a quarter of a century has focused on teaching economics at the college level. Dr. McEachern has advised federal, state, and local governments on policy matters and has been quoted in media such as the New York Times, Times of London, Wall Street Journal USA Today and Reader's Digest. He, earned an undergraduate degree with honors from College of the Holy Cross, served three years as a U.S. Army officer, and earned an M.A. and Ph.D. in economics from the University of Virginia.
  • New Graphing at a Glance Video Tutorials, included within CourseMate, enhance the learning experience by bringing graphs to life, allowing students to see graphs physically move along the axes. Understanding how graphs work and what shifts or movements along the curves mean in economics contexts is one of the difficult challenges that Principles students face in developing the economic way of thinking. Developed by Dr. John Min of Northern Virginia Community College, this feature walks students through basic graphing concepts, challenges, and graphing analyses via animated graphs.
  • New ConceptClips, included within CourseMate, address the challenge of understanding economics terminology that students face when first introduced to the subject matter. Developed by Mike Brandl of The Ohio State University, these vocabulary animations provide students with a memorable auditory and visual representation of the important terminology for the course.
  • New Topics Covered: Nearly 150 new research findings inevitably will introduce new topics, such as the following: How 80% of the world's population eats bugs with pleasure (Ch. 6); How the entry of one more hospital into a local market increased the heart-attack survival rate by 10% (Ch. 8); How higher gas prices reduce obesity (Ch. 11).
  • Topics that will be given more emphasis include the role of technology: Internet sellers are experimenting with online markets (Ch. 10); Older workers are more likely to retire rather than retrain for new technology (Ch. 11); HDTV puts a premium on the complexion of on-air talent (Ch. 11); The Internet has cut the demand for newsprint by 60% in the last decade (Ch. 11).
  • More Major Sections within Chapters: The 4th edition will present major sections in more bite-sized portions through the addition of new section and subsection headings. This change will enable students to have an easier time reading and comprehending material with more manageable section lengths. Some examples of the 18 new headings include: "Applications of Utility Analysis" (Ch. 6); "Rent Seeking Vs. the Underground Economy" (Ch. 16); and "Other Issues of Foreign Exchange Markets" (Ch. 20).
  • New Exhibits: New exhibits will demonstrate: scarcity and choice (Ch. 1); the division of labor (Ch. 2); unionization rates in fifty states (Ch. 12); the aggregate value of publicly traded companies over time (Ch. 13); the percentage of U.S. families owning corporate stock according to family income (Ch. 13).
  • New Questions/Problems: Some new Questions and Problems appear in the 4th edition in keeping with updated content.
  • Tear-Out Review Cards at the back of the Student Editions provide students a portable study tool containing all of the pertinent information for class preparation.
  • Instructor Prep Cards at the back of the Instructor's Edition make preparation simple with detachable cards for each chapter, offering a quick map of chapter content, a list of corresponding PowerPoint and video resources, additional examples, and suggested assignments and discussion questions to help you organize chapter content efficiently.
  • Instructors resources that correspond with this edition of the ECON: MICRO 4 text are available on the instructor's resource website. Save time as you create a dynamic, inviting course for your students using these invaluable instructors' resources, including the Instructor's Manual, a powerful Test Bank, Cognero testing software, and PowerPoint® slides.
  • Every 4LTR Press solution comes with CourseMate, the interactive digital component that offers a full suite of unique learning tools that appeal to different learning styles. Quizzes, Videos, Graphing at a Glance Video Tutorials, ConceptClips, and more are only a click away.
  • Enhanced CourseMate! This turnkey resource now offers a practice quiz generator to help students prepare for tests. Also, a variety of NEW trackable activities provides students the opportunity to expand their knowledge with higher-level activities, while providing you easy access to data and reports on their progress and where they need more help.
  • Every 4LTR Press solution comes complete with an engaging print textbook, tear-out review cards, an interactive digital solution (CourseMate), and an eBook all of which were directly influenced from student focus groups and surveys, and from interviews with faculty and students.
  • Shorter, comprehensive chapters in a modern design present content in a more engaging and accessible format without minimizing coverage for your course.
1. The Art and Science of Economic Analysis.
2. Economics Tools and Economic Systems.
3. Economic Decision Makers.
4. Demand, Supply, and Markets.
5. Elasticity of Demand and Supply.
6. Consumer Choice and Demand.
7. Production and Cost in the Firm.
8. Perfect Competition.
9. Monopoly.
10. Monopolistic Competition and Oligopoly.
11. Resource Markets.
12. Labor Markets and Labor Unions.
13. Capital, Interest, Entrepreneurship, and Corporate Finance.
14. Transaction Costs, Imperfect Information, and Behavioral Microeconomics.
15. Economic Regulation and Antitrust Policy.
16. Public Goods and Public Choice.
17. Externalities and the Environment.
18. Income Distribution and Poverty.
19. International Trade.
20. International Finance.
21. Economic Development.
Aplia is an online learning solution that increases student engagement with automatically graded assignments and detailed explanations.

This Cengage solution can be seamlessly integrated into most Learning Management Systems (Blackboard, Brightspace by D2L, Canvas, Moodle, and more) but does require a different ISBN for access codes. Please work with your Cengage Learning Consultant to ensure the proper course set up and ordering information. For additional information, please visit the LMS Integration site.

Standalone Digital Access — Ultimate Value

Recommended and most popular

  • ISBN-10: 1285185897
  • ISBN-13: 9781285185897
  • Bookstore Wholesale Price $79.95
  • RETAIL $79.95

Textbook Only Options

Traditional eBook and Print Options

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  • ISBN-10: 1285423542
  • ISBN-13: 9781285423548
  • Bookstore Wholesale Price $52.50
  • RETAIL $69.95

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.


Instructor's Companion Website

ISBN: 9781305671614
Everything you need for your course in one place! This collection of book-specific lecture and class tools is available online via Access and download PowerPoint presentations, images, instructor's manual, and more.

Cengage Learning Testing, powered by Cognero® for McEachern's ECON Micro

ISBN: 9781305671287
Cengage Learning Testing, powered by Cognero® is a flexible, online system that allows you to: import, edit, and manipulate content from the text's test bank or elsewhere, including your own favorite test questions; create multiple test versions in an instant; and deliver tests from your LMS, your classroom, or wherever you want. Every question has undergone a series of accuracy checks and anti-piracy reviews, as well as a multi-point inspection to remove weak question options (e.g. all answers are correct), sharpen ambiguous questions, and ensure balanced coverage of major course concepts, difficulty levels, and Bloom's Taxonomy. The test bank questions form the basis for the assessments in the ECON Micro Online product, and are different from the Practice Quizzes available for students.