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How can your company get started on Facebook Ethan Beard, Facebook s director of business development, says the rst step in using Facebook as an effective marketing tool is free and easy: Create a business presence using Facebook Pages, a presence over which you have complete control. You can build your presence and interact with users, communicate with users, and allow users to become fans and connect with that brand, he explains. (A fan, in Facebook-speak, is a member who joins a Facebook Page.) The site already hosts more than 150,000 Facebook Pages featuring businesses large and small, local and international. Next, check out the paid services that Facebook offers to tap into targeting and demographic information and nd your brand s fans. If your business is looking for females, aged 34 to 43, who live in San Francisco and are interested in cooking, you can deliver your message just to these people, says Ethan. Now you can harness wordof-mouse to reach friends of those fans. For example, if I become a fan of Apple, says Ethan, Apple can take that message and accelerate that through my friends and attach a commercial message to it. What you do next depends on your marketing goals, your brand or product, and your fans. There s a world of possibilities, as examples later in this chapter demonstrate, once you ve established your presence.

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economics sibling Since the beginning of the twentieth century the latter had been progressively becoming more theoretical (less narrative), culminating in the neoclassical movement that became tyrannically dominant after WWII, centered around the key gospels of rational optimizing economic agents and an idealized general equilibrium world (if you have studied Arrow, Debreu, you know what I am talking about) A crucially important gift from these new theoretical economists to their even newer nance abstraction soul mates originated in the mind of that most famous of social scientists, Milton Friedman, who, in what has been termed the central statement of modern economics, stated that theories should not be judged based on the realism of their assumptions, and that the presence of wildly unrealistic assumptions is no reason to discard a model as useless.

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Stored procedures have parameters, but they can be slightly different from Java's. Java only supports parameters that are read only. You can pass information in, but you can't use the parameters to pass information out. Stored procedures in SQL are different. Three different forms of parameters exist: IN: This parameter is used to pass information into the procedure. This parameter is treated as read only and cannot be changed. OUT: This parameter takes no values when called, but can be read after the call returns. It is used a bit like return types in Java, but you can have many of them to returns lots of different information. INOUT: This parameter combines the functionalities of IN and OUT. You can set the values during the call, but they may change and hold new information on the way out. Because each of these parameter types works differently, you need to match each parameter in the string you've passed to JDBC with the appropriate parameter type. When you pass the information to JDBC in the prepareCall() method call, JDBC has no knowledge of the actual script. You must tell JDBC what to expect. Nominating parameters in callable statements are treated with a similar fashion to prepared statements. IN parameters use the same setX methods that you use in prepared statements to set wildcard values in SQL. OUT parameters need to be registered with a registerOutX method. INOUT parameters combine the IN and 140

Such arguments, coming from such an eminent gure, gave, in practice, carte blanche to the new breed of quantitatively oriented business academics Friedman s essay became a very convenient alibi to wave in the face of opposition from more traditional, descriptive, untheoretical scholars A great marketing, self-justifying tool, if you like No wonder, then, that one of the most prominent early nancial theorists, Merton Miller, bluntly stated that Around here we just sort of take for granted Friedman s viewpoint While some nancial economists cared somewhat more than others about the actual verisimilitude of the assumptions, the eventual unrealism of the latter did not score points against the models in the new brave world of scienti c nance In sum, B-schools discarded tangibly accurate knowledge and information while embracing what may be deemed as analytical make-believe.

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