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  • 1
    Online Resource
    Online Resource
    Mao and Markets : The Communist Roots of Chinese Enterprise (2022)
    New Haven, CT :Yale University Press,
    Details
    UID:
    almahu_9949544888902882
    Format: 1 online resource (320 p.) : , 43 b-w illus.
    ISBN: 9780300268836 , 9783110992823
    Content: A thoroughly researched assessment of how China's economic success continues to be shaped by the communist ideology of Chairman Mao It was long assumed that as China embraced open markets and private enterprise, its state-controlled economy would fall by the wayside, that free markets would inevitably lead to a more liberal society. Instead, China's growth over the past four decades has positioned state capitalism as a durable foil to the orthodoxy of free markets, to the confusion of many in the West. Christopher Marquis and Kunyuan Qiao argue that China's economic success is based on-not in spite of-the continuing influence of Communist leader Mao Zedong. They illustrate how Mao's ideological principles, mass campaigns, and socialist institutions have enduringly influenced Chinese entrepreneurs' business strategies and the management of their ventures. Grounded in case studies and quantitative analyses, this book shows that while private enterprise is the engine of China's growth, Chinese companies see no contradictions between commercial drive and a dedication to Maoist ideology.
    Note: Frontmatter -- , Contents -- , Introduction -- , I MAO ZEDONG, MAOIST PRINCIPLES, AND PRIVATE BUSINESS IN CHINA -- , 1 Maoism-Communism, Chinese-Style -- , 2 Mao's Lasting Influence on China -- , II MAO'S IDEOLOGICAL AND MILITARY PRINCIPLES AND PRIVATE ENTERPRISE -- , 3 Nationalism and Internationalization -- , 4 Frugality and Cost Reduction -- , 5 Devotion and Social Contribution -- , 6 Mao's Military Thought and Business Strategy and Management -- , III THE EFFECTS OF MAO'S MASS CAMPAIGNS: THE GREAT LEAP FORWARD, THE CULTURAL REVOLUTION, AND THE THIRD FRONT -- , 7 The Great Leap Forward and Resource Use -- , 8 The Cultural Revolution and Institutional Confidence -- , 9 The Third Front Construction and Private Entrepreneurship -- , IV THE EFFECTS OF MAO'S SOCIALIST INSTITUTIONS: POLITICAL AND ECONOMIC SYSTEMS -- , 10 The Political System and Private Enterprises in China -- , 11 The Socialist Economy and Private Firms in China -- , Conclusion -- , Methodological Appendix -- , Notes -- , Acknowledgments -- , Index , Mode of access: Internet via World Wide Web. , In English.
    In: EBOOK PACKAGE Business and Economics 2022 English, De Gruyter, 9783110992823
    In: EBOOK PACKAGE COMPLETE 2022 English, De Gruyter, 9783110993899
    In: EBOOK PACKAGE COMPLETE 2022, De Gruyter, 9783110994810
    In: EBOOK PACKAGE Economics 2022, De Gruyter, 9783110992922
    In: Yale University Press Complete eBook-Package 2022, De Gruyter, 9783110749779
    Language: English
    Subjects: Economics , Political Science
    RVK:
    MC 8455
    RVK:
    QG 860
    Keywords: Electronic books
    DOI: 10.12987/9780300268836
    URL: https://doi.org/10.12987/9780300268836?locatt=mode:legacy
    URL: https://www.degruyter.com/isbn/9780300268836
    URL: Cover
    URL: lizenzpflichtig
    Library Location Call Number Volume/Issue/Year Availability
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    Online Resource
    Open Access Request
    Stabi Berlin
    HU Berlin
    HWR Berlin
  • 2
    Online Resource
    Online Resource
    Customer Data Platforms : Use People Data to Transform the Future of Marketing Engagement (2020)
    Newark : John Wiley & Sons, Incorporated
    Details
    UID:
    b3kat_BV047688386
    Format: 1 online resource (242 pages)
    ISBN: 9781119790129
    Note: Description based on publisher supplied metadata and other sources , Cover -- Title Page -- Copyright -- Contents -- Introduction -- The Pizza Challenge -- The Perils of Personalization -- Rise of the Avoidant Customer -- The Disconnected Data Dilemma -- Customer Data Platform (CDP) -- Crossing The Customer Data Chasm -- CHAPTER 1 The Customer Data Conundrum -- Data Silos -- Known Data -- Customer Relationship Management (CRM) -- Customer Resolution -- Data Portability -- Unknown Data -- Cross‐Device Identity Management (CDIM) -- Connecting the Known and Unknown -- Data Onboarding -- People Silos -- Customer‐Driven Thinker: Kevin Mannion -- Summary: The Customer Data Problem -- CHAPTER 2 The Brief, Wondrous Life of Customer Data Management -- Customer Data on Cards and Tape? -- Direct Mail and Email: The Prototypes of Modern Marketing -- A Brief History of Customer Data Management -- Relational Databases -- The Rise of CRM and Marketing Automation -- Marketing Automation -- Improved User Interface (UI) -- The Multichannel Multiverse of the Thoroughly Modern Marketer -- The Growth of Digital -- Today's Landscape -- Today's Martech Frankenstack -- Customer‐Driven Thinker: Scott Brinker -- Summary: The Brief, Wondrous Life of Customer Data Management -- CHAPTER 3 What Is a CDP, Anyway? -- Rise of the Customer Data Platform -- What Marketers Really Want from the CDP -- The Great RFP Adventure -- "We Want a Platform, Not a Product" -- Building a Platform Solution -- CDP Capabilities -- Data Collection -- Data Management -- Profile Unification -- Segmentation and Activation -- Insights/AI -- The Two (Actually Three) Types of CDPs -- A System of Insights -- System of Engagement -- The Third Type: Enterprise Holistic CDP -- Known and Unknown (CDMP) Data Must Be Unified -- A Business‐User Friendly UI -- A Platform Ecosystem -- The Future Is Here -- Customer‐Driven Thinker: David Raab -- Summary: What Is a CDP? , CHAPTER 4 Organizing Customer Data -- Munging Data in the Midwest -- Elements of a Data Pipeline -- Data Management Steps -- 1 Data Ingestion -- 2 Data Harmonization -- Using an Information Model -- 3 Identity Management -- Benefits of Identity Management -- Spectrum of Identity -- Identity Management in Practice -- 4 Segmentation -- The Importance of Attributes -- 5 Activation -- Getting It Done -- Different Spheres of Influence -- Customer‐Driven Thinker: Brad Feinberg -- Summary: Organizing Customer Data -- CHAPTER 5 Build a First‐Party Data Asset with Consent -- Privacy‐First Is Customer‐Driven -- Privacy Police: Browsers and Regulators -- Web Browsers and Standards Bodies -- Intelligent Tracking Prevention -- Enhanced Tracking Prevention and Brave -- Google's Chrome and AdID -- Government Regulators -- The Mistrustful Consumer -- How Can a Marketer Gain Trust? -- Attitudes Around the World -- The Privacy Paradox -- What Exactly Is the Privacy Paradox? -- How Do You Solve the Paradox? -- Four Privacy Tactics to Try -- Customer‐Driven Thinker: Sebastian Baltruszewicz -- Summary: Build a First‐Party Data Asset with Consent -- CHAPTER 6 Building a Customer‐Driven Marketing Machine -- Know, Personalize, Engage, and Measure -- Know ("the Right Person") -- Personalize ("the Right Message") -- Engage ("the Right Channel") -- Measure (and Optimize) -- Organizational Transformation -- The CDP Working Model -- Team -- Platform -- Use Cases -- Methodology -- Operating Model -- The People at the Center (the Center of Excellence Model) -- Marketing -- IT/CRM -- Analytics -- How the COE Works -- How to Get There from Here: A Working Maturity Model -- Channel Coordination Stages -- Engagement Maturity Stages -- Touchpoints: That Was Then -- Journeys: This Is Now -- Experiences: This Is the Future -- Summary: Build a Customer‐Driven Marketing Machine , CHAPTER 7 Adtech and the Data Management Platform -- The Magic Coffee Maker -- Background/Evolution of the DMP -- Five Sources of Value in DMP -- Advertising as Part of the Marketing Mix -- Role of Pseudonymous IDs in the Enterprise -- Advertising in "Walled Gardens" with First‐Party Data -- End‐to‐end Journey Management: The CDMP -- Customer‐Driven Thinker: Ron Amram -- Summary: Adtech and the Data Management Platform -- CHAPTER 8 Beyond Marketing -- The Expanding Role of Customer Data Across the Enterprise -- Service: Frontline Engagement with the Customer -- Commerce: The Storefront and the Nexus of Response -- Use of Commerce Data for Modeling and Scoring -- Sales: The B2B Context, and What That Means for Customer Data -- Sources of Truth -- Householding -- Targetable Attributes -- Marketing: The Brand Stewards, Revenue, and the Engagement Engine -- Customer‐Driven Thinker: Kumar Subramanyam -- Summary: Beyond Marketing: Putting Sales, Service, and Commerce Data to Work -- CHAPTER 9 Machine Learning and Artificial Intelligence -- Once Upon a Time ... in Silicon Valley -- Deep Learning and AI -- Back to the Hot Dogs -- Cast of Characters -- Customer‐Driven Machine Learning and AI -- Data Science in Marketing -- Machine Learning Vs. Artificial Intelligence? -- What Does a Marketing Data Scientist Do? -- Customer Data and Experimental Design -- Customer Data, Machine Learning, and AI -- What Is a Model? -- Labeled Vs. Unlabeled Data -- Fitting a Model to Data -- Making Predictions -- Regression -- Classification -- Finding Structure -- Clustering -- Dimensionality Reduction -- Neural Networks -- Applying Machine Learning and AI in Marketing -- Machine‐Learned Segmentation -- Machine‐Learned Attribution -- Image Recognition and Natural Language Processing (NLP) -- Importance of Customer Data for AI -- AI/ML in the Organization: Data Science Teams , Customer‐Driven Thinker: Alysia Borsa -- Summary: Machine Learning and Artificial Intelligence -- CHAPTER 10 Orchestrating a Personalized Customer Journey -- The Rise of Context Marketing -- Prescriptive Journeys -- Predictive Journeys -- Real‐Time Interaction Management (RTIM) Journeys -- Customer‐Driven Thinker: Laura Lisowski Cox -- Summary: Orchestrating a Personalized Customer Journey -- CHAPTER 11 Connected Data for Analytics -- Customer Data for Marketing Analytics -- Analytical Capabilities -- Analytics Data Sources -- Beyond the Basics -- Key Types of Analytics -- Marketing/Email Analytics -- DMP Analytics -- Multitouch Attribution (MTA) -- Media Mix Modeling (MMM) -- Marketing Analytics Platforms -- Enterprise Analytics/BI -- Customer‐Driven Thinker: Vinny Rinaldi -- Summary: Connected Data for Analytics -- CHAPTER 12 Summary and Looking Ahead -- Summary -- Looking Ahead -- Category Shake‐Out! -- Aggregate‐Level Data and "FLOCtimization" -- A Fresh Start for Multitouch Attribution -- AI Finally Takes Over -- The Future -- Further Reading -- Acknowledgments -- About the Authors -- Index -- EULA.
    Additional Edition: Erscheint auch als Druck-Ausgabe Kihn, Martin Customer Data Platforms Newark : John Wiley & Sons, Incorporated,c2020 ISBN 9781119790112
    Language: English
    Subjects: Economics
    RVK:
    QP 620
    RVK:
    QP 650
    Keywords: Electronic books ; Electronic books
    URL: FULL  ((OIS Credentials Required))
    URL: FULL  ((OIS Credentials Required))
    Library Location Call Number Volume/Issue/Year Availability
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    Online Resource
    HWR Berlin
    Berlin International
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