Directed primarily toward undergraduate/MBA students in Economics, this text also provides practical content to current and aspiring industry professionals. This text will excite readers by providing a more linear progression, while proving the consistency and relevance of microeconomic theory. The Seventh Edition welcomes a new co-author, Stephen Erfle of Dickinson College, who has contributed many revisions and improvements to the quantitative sections of the text, as well as provided a major addition: the use of Excel in the presentation of many of the numerical and graphical illustrations presented throughout the text. To strengthen readers' ability to use Excel-a critical skill in today's job market-new Excel Applications (Excel Apps) allow readers to turn the static figures and tables in the text into dynamic illustrations.