啃书体验 | 港中大（深圳）经管学院教材揭秘（二）

香港中文大学深圳 2022-05-28

编者按

在CUHK-Shenzhen越久，你越会感觉自己在参加海外暑期课程、交换项目和师生交流时，可以无障碍切换中英文。你有这样的“神功”，自然得益于日常学习中必不可少的“啃书”。

本期“啃书体验”系列文案为大家介绍港中大（深圳）经管学院同学们需要使用的宏观经济学、统计学及市场营销方面的教材。

宏观经济学

Macroeconomics

Authors: Olivier Blanchard, David R. Johnson

Publisher: Pearson Education

宏观经济学的生动之处就在于它揭示了世界正在发生的事情。我们不仅仅需要了解宏观经济，更要深刻理解这其中的经济模型，在商品、金融和劳动力这三大市场中如何达到平衡。这样的话，你会从一个更为全面的视角去解读宏观经济学，了解过去和未来的宏观经济学事件。

What makes macroeconomics exciting is that it sheds lights on what is happening around the world. Our belief is that they not only convey the “life” of macroeconomics, but also reinforce the lessons from the models, making them more concrete and easier to grasp.

The book is built on one underlying model, which draws the implications of equilibrium conditions in three sets of markets: the goods market, the financial markets, and the labor market. This way, you will see macroeconomics as a coherent whole, not a collection of models. And you will be able to make sense not only of past macroeconomic events, but also of those that unfold in the future.

学生感想

这本教材使用了大量例子来说明宏观经济的各个知识点，例子生动形象，便于理解。在课堂上没有好好消化的部分可以通过课后阅读和复习教材上的例子巩固、补充。将老师上课所讲的内容同生活实际相联系，加深了我对这门学科的理解。

——李冠乐

2016级经管学院学生

商务与经济统计

Essentials of Statistics for Business and Economics

Authors: David R. Anderson, Dennis J. Sweeney, Thomas A. Williams

Publisher: South-Western Cengage Learning

本书系统地向学生介绍什么是统计学概念以及其应用方法。整本教材的架构和内容围绕数据分析和统计方法的应用。教材用应用的角度解读关于每种统计方法的讨论和其发展，数据结果可以为很多决定提供见解和解决方法。

The purpose of Essentials of Statistics for Business and Economics is to give students a conceptual introduction to the field of statistics and its applications.

Applications of data analysis and statistical methodology are an integral part of the organization and presentation of the text material. The discussion and development of each technique is presented in an application setting, with the statistical results providing insights to decisions and solutions to problems.

学生感想

统计的这本书，里面不仅仅只有算法和公式，还有很多相关的例子。每次看书，不仅可以掌握运算的方法，还可以有大量的例题去了解和运用它们。对于我来说，这会是一本很好的学习教材。

——王佳乐

2016级经管学院学生

市场营销学

Marketing: An Introduction

Authors: Gary Armstrong, Philip Kotler

Publisher: Pearson Education

什么是市场营销？营销人员如何快速建立与顾客的关系？顶尖的营销人员都有一个共同的目标：把消费者放在营销的中心。市场营销始于理解消费者的需求，决定组织能够服务的目标市场，并制定一个令人信服的价值主张，使组织能够吸引、保持和发展目标消费者。

今时今日的营销人员想要吸引顾客，就要建立深厚的客户关系，使他们的品牌成为消费者生活中有意义的一部分。如果营销人员把这些事情做好，他们将从市场份额、利润和客户权益中获得回报。

What is marketing and how do marketers build relationships with customers？Top marketers all share a common goal: putting consumers at the heart of marketing. Marketing starts with understanding consumer needs, deciding which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract, keep, and grow targeted consumers.

More than just making a sale, today’s marketers want to engage customers and build deeper customer relationships that make their brands a meaningful part of consumers’ conversations and lives. If marketers do these things well, they will reap the rewards in terms of market share, profits, and customer equity.

学生感想

这本教材不仅涵盖了市场营销课上主要的话题和内容，还包括了一些详细的概念解析。除了掌握老师上课讲的内容，要还结合一些案例分析，这本书有大量有趣的案例，是很好的学习材料，适合在复习的时候仔细阅读。

——黄润华

2014级经管学院学生