1. The text explores highly complex topics with simple, non mathematical approach for managers rather than economists. 2. The editions have always been well-received in US market and the newest edition has been updated with behavioural economics, case studies on Amazon, Spotify, Uber, TikTok, England National Health Service and other topical businesses. 3. Includes case studies, discussion questions and examples to illustrate the principles. 4. The book will be updated with bigger font and come in color.