Book excerpt: Noted for its clear and informative style, this acclaimed text provides an in-depth discussion of a limited, but crucial set of economic principles and concepts, then applies these tools of analysis to a wide variety of familiar situations. Heyne presents conceptually demanding material in a lively, often witty fashion that is both accessible and pertinent for beginning students. The goal of this text is to help students think by developing the key insights into economic theory and applying these insights to numerous real-world examples.