Kamis, 06 Mei 2010

[U608.Ebook] Download Ebook Design of Prestressed Concrete Structures, by TY WIE

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Design of Prestressed Concrete Structures, by TY WIE

  • Published on: 1966-01-01
  • Format: International Edition
  • Original language: English
  • Binding: Hardcover
  • 614 pages

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Rabu, 05 Mei 2010

[K301.Ebook] Ebook The Serengeti Rules: The Quest to Discover How Life Works and Why It Matters, by Sean B. Carroll

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The Serengeti Rules: The Quest to Discover How Life Works and Why It Matters, by Sean B. Carroll

How does life work? How does nature produce the right numbers of zebras and lions on the African savanna, or fish in the ocean? How do our bodies produce the right numbers of cells in our organs and bloodstream? In The Serengeti Rules, award-winning biologist and author Sean Carroll tells the stories of the pioneering scientists who sought the answers to such simple yet profoundly important questions, and shows how their discoveries matter for our health and the health of the planet we depend upon.

One of the most important revelations about the natural world is that everything is regulated―there are rules that regulate the amount of every molecule in our bodies and rules that govern the numbers of every animal and plant in the wild. And the most surprising revelation about the rules that regulate life at such different scales is that they are remarkably similar―there is a common underlying logic of life. Carroll recounts how our deep knowledge of the rules and logic of the human body has spurred the advent of revolutionary life-saving medicines, and makes the compelling case that it is now time to use the Serengeti Rules to heal our ailing planet.

A bold and inspiring synthesis by one of our most accomplished biologists and gifted storytellers, The Serengeti Rules is the first book to illuminate how life works at vastly different scales. Read it and you will never look at the world the same way again.

  • Sales Rank: #94232 in Books
  • Brand: Carroll Sean B
  • Published on: 2016-02-16
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.40" h x 1.20" w x 6.30" l, .0 pounds
  • Binding: Hardcover
  • 280 pages
Features
  • The Serengeti Rules The Quest to Discover How Life Works and Why It Matters

Review
"In this remarkably engaging book, Carroll . . . persuasively argues that life at all levels of complexity is self-regulated, from the inner workings of cells to the larger relationships governing the Serengeti ecosystem. . . . Carroll superbly animates biological principles while providing important insights."--Publishers Weekly

“In The Serengeti Rules, the author goes from E. coli to elephants to lay out the basic rules that shape so much of what’s around us and inside us….”— Brian Switek, Wall Street Journal

"A compelling read filled with big, bold ideas. . . . Through compelling storytelling, key insights of distant, isolated biologists are brought to life. . . . I suspect that many will find new insights and inspiration here… Carroll has made a strikingly clear case that ecology is a science on a par with molecular biology and genetics. In many ways, this book is an homage to Charles Elton. . . . Building on his vision, Carroll provides a passionate motto for the twenty-first century: ‘better living through ecology.’ Are the Serengeti Rules a panacea? No, but Carroll convincingly reveals them to be a sturdy foundation for the future of biology, for human well-being, and for conservation and management."--Brian J. Enquist, Nature

"A thought-provoking challenge to complacency."--Kirkus

"Carroll’s book is fantastic, a success story in going form the specific to the general. It helps that Carroll is a gifted writer, captivating and thoughtful, and highly respectful of the reader. Carroll brings in the history of thought and research in the relevant areas of physiology, ecology etc. His messages are framed in the larger context of the Earth’s overall health and important environmental issues. He links the subject matter to key central themes in biological theory (such as natural selection and evolution). And this is all done very well. You’ve seen the synthetic overviews of life and evolution framed in chaos theory, complexity theory, even quantum physics. This is better. This is a book to give to your favorite biology teacher (high school or college), and that teacher will take from it examples, connections, lessons, ways of telling, that will enrich their teaching immeasurably."--Greg Laden, ScienceBlog’s Greg Laden

"[A]s a subject for popular science, regulation seems to fail the thrill test; genetics and neuroscience appear more alluring. Now Sean B. Carroll. . . . Has risen to the challenge with this wonderful book about the natural control of numbers in living systems. Carroll is one of the top storytellers in contemporary science, as his previous writings about evolutionary biology have shown. Here he uses his narrative skills to take us on a scientific journey through time and space--making his case through the work of researchers around the world who have built up rules of life over the past century. . . . [The Serengeti Rules] is wholeheartedly recommended for its entertaining view of biology from an original perspective."--Clive Cookson, Financial Times

"[A] deep journey into the rules of life on Earth. . . . By introducing us to the great pioneers of molecular biology, like Jacques Monod (enzyme regulation), Akira Endo (lovastatin developer) and Janet Rowley (cancer and inheritance of genetic diseases), Carroll sets the reader up with a strong foundation in the natural processes that go on within our own bodies, and describes how breakthroughs happen, such as the discovery of ‘repressors’ and ‘suppressors,’ (which act, not by ‘doing things,’ but by preventing things), and double-negative regulatory logic. We also learn what happens when these mechanisms fail."--Cathy Taibbi, Examiner.com

From the Back Cover

"A master storyteller, Carroll explores the unity of biology from the molecular level to the Serengeti, the rules that regulate life, and the consequences when regulation breaks down. A fascinating journey from beginning to end, this book will educate and entertain readers at all levels and leave them with a better understanding of how the biosphere works."--Simon Levin, Princeton University, author of Fragile Dominion: Complexity and the Commons

"The Serengeti Rules is a superb journey of a book written by a scientist of the first rank. Unfolding seamlessly from molecule to ecosystem, it explains with authority and grace why modern biology is central not just to human life but to that of the planet itself."--Edward O. Wilson, Harvard University

"As one of our leading biologists and communicators, Sean Carroll has merged a passion for scientific discovery with a flair for telling great stories of exploration. In The Serengeti Rules, Carroll has crafted a work of epic sweep that travels the globe in search of the logical rules that govern all of life, from tiny molecules to entire ecosystems. The Serengeti Rules both delights and enlightens--I was left marveling at the human achievement behind scientific breakthroughs and the sheer beauty of the working of living systems."--Neil Shubin, author of Your Inner Fish: A Journey into the 3.5-Billion-Year History of the Human Body

"Original, provocative, and beautifully crafted, Carroll's book provides a glimpse into the deeper laws of biology that govern the earth. With his inimitable style of storytelling combined with a deep knowledge of science, Carroll takes us on a rollicking adventure, reminding us that the rules that apply to ecosystems also apply to the human body. This book is a must-read for anyone who cares about the future of the planet."--Siddhartha Mukherjee, author of The Emperor of All Maladies: A Biography of Cancer

"This is a rattling good read by one of the leading scientists of our time. The Serengeti Rules made me think differently about what we biologists do. This is a book that needs to be shouted from the rooftops."--Andrew F. Read, Pennsylvania State University

"Masterful and compelling. The Serengeti Rules is a significant contribution, one that will be welcomed by professional biologists and a wide range of lay readers."--Harry W. Greene, author of Tracks and Shadows: Field Biology as Art

About the Author
Sean B. Carroll is an award-winning scientist, writer, educator, and executive producer. He is vice president for science education at the Howard Hughes Medical Institute and the Allan Wilson Professor of Molecular Biology and Genetics at the University of Wisconsin–Madison. His books include Endless Forms Most Beautiful, Brave Genius, and Remarkable Creatures, which was a finalist for the National Book Award for nonfiction. He lives in Chevy Chase, Maryland.

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5 of 5 people found the following review helpful.
Another fine book from Sean Carroll
By C. M. Stahl
As usual Carroll came up with a compelling book. Anyone interested in ecology will be provided with much to consider from Serengeti Rules. What he provides the reader with is how a food chain works. He describes not simply from the land animal perspective but also from several aspects of science and how an ecosystem works in all of the life sciences.

This molecular biologist took his family to Africa where they explored the Serengeti and he developed an explanation for how systems keep in balance. He made his “Serengeti Rules” after examining how biological systems at several levels, consistently obey those rules. He did so by selecting several historical biological events and combining them with his own studies and the Africa trip, created a very readable and more importantly, plausible explanation.

Ultimately the book is a combination of science (occasionally pretty deep for those without the academic background), history of science and what he discovered in Africa. He knows how to write a book, this being the third that I have read and never once disappointed.

His ultimate point is that we are all in this together. By “we” I mean all things with carbon in them. Gainsayers as he notes, suggest “So what? We win, they lose. That is how nature works.” when a species becomes endangered or worse. That is simplistic but more importantly just wrong. Ecosystems are important for everything that exists within them as there is symbioses amongst them even if it seems too obscure. An occurrence with one piece of biota impacts another that will impact another and so on and in the end, will impact all. Carroll makes this his point.

He wrote about historical scientific events, some fairly distant in the past and some more recent. They included studies on high blood pressure, post-traumatic stress syndrome from World War II and advances in finding a cure for CML Leukemia with the understanding of the Philadelphia Chromosome. Not only were these studies significant but the characters involved scientific icons as a result.

Elton, Monad, Cannon are only a few of the names of people who studied their problem by looking at the many events that could be impacting that problem. They looked at issues like leukemia as being an imbalance in the systems that impacted the problem they were trying to resolve. The solutions they came up with all reflected how one thing impacted another thing which impacted another thing. They found imbalances.

Then he discussed some important concepts at the more macro level found in places like the Serengeti. One is what is called “Trophic Cascade”. This concept describes the effects on food chains when a species is deliminated or expired. It is referred to as “bottom up” when a seemingly insignificant part of a food chain is gone and how that changes which organism eats another. It can impact negatively, a large beast because its element of the chain is disrupted. It is called top down when a large predator is limited or gone from an environment changing the structure of the food chain below it.

Within the notion of trophic cascade comes the term “Keystone Species”. Those are the ones that impact all others in very significant ways. In our popular lore and well intentioned pleas for action, this species tends to be either big or cute. In fact a Keystone species may be a large predator that when endangered changes the food chain by introducing more food for another species with sometimes dramatic effects on the ecosystem. If a major predator is missing then another specie grows in numbers and they impact the ecosystem by what they eat which may ultimately be the ruin of the whole ecosystem. Like the trophic cascade, keystone species could be seemingly small ones in an ecosystem but their demise could work the same way because ultimately they are affecting the entire food chain as well.

I came to understand this many years while working in my vegetable garden. My thoughts were much coarser than Carroll’s presentation but as I introduced lady bugs to rid my garden of aphids I began to think that something else will take its place. No aphids could well lead to an invasion of some insect or perhaps disease that the aphids kept in check. I did not know what they might be but did imagine that there are always tradeoffs in an ecosystem.

He ended the book by describing the restoration of a massive park in Angola that has had more strife than could be expected over the last 30 years. Angola is a war torn nation with an assumed to be Marxist government and a civil war with its rebels. The latter group had pretty much destroyed Gorongosa, a park named for its mountain. While the levels of destruction were massive, you will only get the details when you read the book. What Carroll describes as the best solution to revitalizing this treasure is to “Focus on law enforcement, not reintroduction.” This is a sentiment dear to me. I find it perplexing and annoying when suggestions are made of re-introducing species to an ecosystem that they have been extinguished from. It is an idea that is too late. The trophic cascade has already changed the environment to the extent that it is impractical to reintroduce a species. Even worse is the call for introducing hybrid species via cloning. I think that is more of a nutty idea than anything else.

The problems that Africa faces with their ecosystems is often a result of poachers who glean something valuable like ivory by killing elephants or some sort of idiocy such as sexual enhancers only found in a species that may be a keystone one.

This book is rife with interesting and informative details. A part of me wants to reveal the six Serengeti Rules and to go into more detail about the historical stories of scientific innovation but I would be a spoiler. I would either provide a potential reader with enough information to not read the book or would be wrecking all the good parts. It is a book that I would recommend reading so that one could better understand homeostasis or balance in ecosystems. That can make anyone a better steward of our land.

2 of 2 people found the following review helpful.
Evil BLM
By Glen R. Bleak
Being raised in small County in Nevada that had the basic economy of mining, farming and ranching. The big enemy of the farmers and ranchers of course is the BLM (Bureau of Land Management) which put unnecessary restrictions and rules along with fees on them. The miners got along with BLM since they didn’t regulate mining. Even today, there is a trial going on about ranchers that wouldn’t pay their grazing fees and brought in some hired guns, well maybe not hired, but they brought their guns to defend the ranchers from the evil BLM. Just a little history back ground. Now let get with review of this Book.

The ranchers and farmers blamed the cougars, coyotes, bobcats and even the eagles of killing their cattle, pigs, sheep, chickens and other livestock. So, they went to war on them and even put a cash reward for the capture or killing of these predators. This was back in the 1950’s and 60’s. Well in about in the latter part of that period, they had a bumper crop of jack and cotton tail rabbits. They were everywhere, in the fields, in towns, in the school yard along the roadway in fact you couldn’t drive a dozen miles without running over a dozen rabbits. The BLM tried to warn them about killing the predators, but what does BLM know about farming and ranching. In fact, they (farmers and ranchers) blamed BLM for the rabbit population explosion. Well, the rabbits almost completely stripped farmers and rancher’s fields of crops used to feed their families and livestock and they had get their feed and groceries from town which cost them dearly and the price of maintaining their livestock went so high, they had sell them at a loss rather than a profit.

In fact, it gets worse, as a young man and avid rabbit hunter, I would go with my friends to pick off the rabbits with our .22 rifles which farmers and ranchers just loved us for it. As we approached a field, most rabbits would scatter, but some did not, in fact they ran toward us. I thought oh no were being attacked, but that was not the case. These rabbits were invested with parasites and worms so badly that they could not see, hear nor smell. Disease, parasites along with worms do invest herbivores, but these are usually taken by predators thereby keeping the herbivores population healthy from these diseases and parasites.

Well, the farmers and ranchers decided they better listen to the Evil BLM and see if they could get a handle on the rabbit population. Well, this listening finally got through to the farmers and ranchers that a healthy ecology had to have both predators and prey to protect the environment of animals to plants to microorganisms that was established hundreds of million years ago. Also, farmers and ranchers started to send the offspring to colleges and get a proper education on managing the land along with ranches and farms. Today, the only item left by the Evil BLM is the Fees which the trial is still ongoing.

This book should be read by people who interest in farming and ranching along with those interest in ecology.

8 of 9 people found the following review helpful.
A terrific five-star book, yet I was still disappointed in the end…
By B. Case
I am well read in popular science and there was little in this book that was wholly new to me. What was new was the idea of synthesizing all into an overarching set of rules that govern “how life works and why.” That is what I found stunning, and that is why I am giving this book five stars. It also gets five stars because it is eminently well written and was a joy to read. It is the type of science book that makes difficult concepts come to life through the telling of real-life stories about the amazing men and women who made groundbreaking discoveries. I’d heard most of these stories before in other books and science articles, but their collection here, and use as evidence for a set of rules that govern life on the molecular level to the ecological level, was extraordinary. That is why I purchased the book and I was not disappointed.

However, despite enjoying this book immensely, I can’t help but share how ultimately sorely disappointed I was at the author’s Pollyanna optimism in the end when (very briefly) applying these rules to the health of the planet and the future of life thereon…especially human life. He defended his overt optimism by citing Greg Carr (the American entrepreneur and philanthropist who is primarily responsible for the restoration of Mozambique's Gorongosa National Park) by saying: “Choose optimism because the alternative is a self-fulfilling prophecy.” He’s a scientist; shouldn’t he choose realism? Look almost everywhere and it is so obvious that humankind—mostly by its sheer numbers—is pushing major planet-level natural regulatory systems to the breaking point. Is it not hubris to think that humanity may be able to fix all these complex adaptive systems that we’ve already set careening out of balance and many that we do not yet know we have set out of balance? Personally, I don’t choose either optimism or pessimism; I do choose realism. Doing so does not stop me from enjoying the present moment and still doing whatever I can to make a better future for life on Earth…i.e., to try to do my small part to try to keep the world and its countless array of complex adaptive biological and ecological regulatory systems in balance.

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Rabu, 28 April 2010

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Open Source: Technology and Policy, by Fadi P. Deek, James A. M. McHugh

The open source movement is a worldwide effort to promote an open style of software development more aligned with the accepted intellectual style of science than the proprietary modes of invention that have been characteristic of modern business. The idea is to keep the scientific advances created by software development openly available for everyone to use, understand, and improve. The very process of open source creation is highly transparent. This book addresses prominent projects in the open source movement, along with its enabling technologies, social characteristics, legal issues, business venues, and public and educational roles.

  • Published on: 2010-01-16
  • Original language: English
  • Binding: Printed Access Code

Review
"Provide[s] a well laid out review of the open source movement, including its technologies, policies, and impact and implications.... Overall, this book ties together the many interlocking pieces within the development and history of the open source movement."
A. Hollister, State University of Cortland, CHOICE


"The authors lay out the issues around a variety of open source topice in a clear, accessible prose."
Michele Tepper, Resources


"... A thorough effort... One of the most rigorous treatments of the social, legal and economic aspects of open source I have come across. I found the language used in the book accessible and inviting to readers from a range of backgrounds, both technical and non-technical. I recommend this book for anyone interested in open source and ideal for readers new to it."
The British Computer Society

"This book, is a recommended as a comprehensive introduction to the free software/open source ecosystem."
Andrew Katz, Magazine of the Society for Computers and Law

"This book should be useful to anyone using open source software technology or defining policies for it."
StickyMinds.com Books Guide

About the Author
Fadi P. Deek received his Ph.D. in Computer and Information Science from the New Jersey Institute of Technology (NJIT). He is Dean of the College of Science and Liberal Arts and Professor of Information Systems, Information Technology, and Mathematical Sciences at NJIT, where he began his academic career as a Teaching Assistant in 1985. He is also a member of the Graduate Faculty - Rutgers University Ph.D. Program in Management.

James A. M. McHugh received his Ph.D. degree in Applied Mathematics from the Courant Institute of Mathematical Sciences, New York University. During the course of his career, he has been a member of technical staff at Bell Telephone Laboratories (Wave Propagation Laboratory), Director of the Ph.D. program in computer science at the New Jersey Institute of Technology, Acting Chair of Computer and Information Science Department at NJIT, and Director of the Program in Information Technology. He is currently a tenured Full Professor in the Computer Science Department at NJIT.

Most helpful customer reviews

1 of 2 people found the following review helpful.
Excellent & Clear
By Teadrinker
"Open Source" may seem mysterious to the majority of us - most open source projects are for internet infrastructure and used by systems administrators (those geeks in the back room) - but open source has been the well from which much of our growing knowledge has sprung. It is people working together, often for free, who have made the internet what it is today.

The first question people often ask is, why would anybody work on something for free? The Apache Server code, for instance, had 80,000 lines of code with about 400 people contributing. The answer is the spirit of intellectual inquiry, of doing something valuable and knowing you are doing something valuable, but it's also a game. Open source software developers are playing the best computer game of all - how to change the world.

One of the strengths of this book is that it summarizes the majority of the research on the history of open source to date. All along, people have been documenting the history of Apache Servers, Mosaic, Netscape, Windows, HTML, JavaScript, Sendmail, MySQL, etc. There is primary documentation from the developers themselves on listservs, mailing lists and other online forums. There is a lot of secondary material as well, sometimes by developers but also by scholars, historians and critics. Most of this material is summarized here.

The ongoing controversy about open source projects - are they good or bad? are they safe or dangerous? - is basically null. Most open source projects are dual-license anyway (that means a version is free and another version, with technical support, costs money). Open source software is generally more robust because, "given enough eyeballs, all bugs are shallow." If you don't know what that means, I'll translate (I was a technical writer in the computer industry): if enough people try to solve a problem, it will be solved much faster. That seems logical and it is. This is why Firefox has become popular despite Microsoft's near-monopoly with Internet Explorer.

There are many interesting details in this book, but I will discuss only one: the ability to "View Source" code for HTML web pages that first appeared in the Mosaic browser in 1995. Mosaic was the first "killer app," a computer application that soared into widespread use. The "View Source" function itself led to the exponential expansion of the internet because, suddenly, non-programmers like myself could copy the code from any page, alter it, and post a new website. When knowledge is shared it catches fire.

Overall, it is clearly written about a complex subject and will appeal to anyone that lives and works with computers and the internet.

0 of 0 people found the following review helpful.
Everything I wanted to know about Open Source - but was afraid to ask
By H. Collins
Great book. If you are like me, a non-open source person, this is a great way to understand the strange world of "open source".

0 of 1 people found the following review helpful.
A 30,000' view of open source technology and policy
By Joseph Chimento
This book is an excellent overview of open source technology and policy. The author did a great job of creating a timeline of opensource technology which captures everything from kernel to application. This book would make a great addition to your library if you are a CIO looking to understand Open Source technology and policy.

--
Joe

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Minggu, 18 April 2010

[Y602.Ebook] Download Ebook The Mystery of the Long Lost Eighth, Ninth and Tenth Books of Moses, by Henri Gamache

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The Mystery of the Long Lost Eighth, Ninth and Tenth Books of Moses, by Henri Gamache

This is a new release of the original 1948 edition.

  • Published on: 2013-10-27
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.02" h x .25" w x 5.98" l, .37 pounds
  • Binding: Paperback
  • 118 pages

Most helpful customer reviews

9 of 10 people found the following review helpful.
A Clasic, but not by Moses -
By John Hansen
This book is a classic of hoodoo, and also is used in Hex work. It is highly thought of by most of those who have used it, and is reccomended as background reading for anyone interested in Hoodoo, Folk Magic, Hex work, African American magical practicves, and similar subjects.

15 of 19 people found the following review helpful.
Excellent
By RootedHand
This is an excellent resource for rootworkers. The author compiled a lot of great information on Moses including history, drawings, and references to biblical sources. There are seals and spells for many purposes and a wonderful chapter called "The Great Voodoo Man of the Bible". I highly reccomend this book.

1 of 1 people found the following review helpful.
Intersting read....
By RCB23
A very interesting book to read. There is a lot of information in this to get the reader to look for more information on the subject. It helps give a cultural frame of reference to those that feel that this may be " the truth".

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Sabtu, 17 April 2010

[X226.Ebook] Download Ebook Breakthrough Advertising: How to Write Ads That Shatter Traditions and Sales Records, by Eugene Schwartz

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Breakthrough Advertising: How to Write Ads That Shatter Traditions and Sales Records, by Eugene Schwartz

  • Sales Rank: #1687048 in Books
  • Published on: 1984-06
  • Original language: English
  • Number of items: 1
  • Binding: Hardcover
  • 236 pages

Most helpful customer reviews

158 of 162 people found the following review helpful.
The Express Train to Marketing Mastery
By David Garfinkel
It's late May 2004 and I'm preparing the final teleseminar for a new copywriting program I'm putting together. As I searched my brain for what to recommend to my students for further study, one book kept coming up: this one.
It takes a lot of sophistication and direct-marketing experience to appreciate the real genius of Gene Schwartz. Don't kid yourself - this book isn't easy. I know easy, because that's what I specialize in.
However, Mastery is not easy. On the other hand, information that will lead you to Mastery in marketing - especially, mastery in copywriting - is rare to the point of being almost non-existent.
But this book contains exactly that information.
Who should get this book? Let's start with who shouldn't. If you want run-of-the-mill yet valuable, money-making information about copywriting, get books by John Caples and by all means, get Vic Schwab's "How to Write a Good Advertisement." They're available on Amazon.
If you want to learn about branding, grand strategies and other B-school versions of marketing, forget this book. It's not for you.
The person who should get this book is the person who would like to create a million-dollar business with an idea, a product, or a division of an existing business. There is simply no other resource that will show you how to do that with marketing.
I recently spent some extremely valuable time with a corporate consultant who bills at $25,000 a day to help companies dominate markets and create new ones. I don't know if he's ever read "Breakthrough Advertising," but I can say that his level of thinking indicates he _owns_ the material in this book.
The re-publisher of "Breakthrough Advertising," according to Schwartz, hired Schwartz to write a sales letter that started his business. Rumor has it that the re-publisher's business now takes in a nine-figure income every year.
What's my point? That Gene Schartz has DONE what I am saying this book can do for you. In this book, you should be warned, he makes distinctions that, frankly, are beyond the understanding level of most business people, even most smart entrepreneurs.
So if you get this book, it's not a handy reference or a quick read. Not if you're going to get anything out of it, that is.
This book is a commitment.
And if you can't understand what's in it when you first get it, there's no need for despair. Because the path of Mastery is about growth of vision, skill and capacity through repetition of basics, ideally under the tutelage of a mentor who is also a Master.
Meaning, read it several times. Take notes. Ponder. Tinker. Look for examples. Try the ideas. Then go back to it again.
Gene Schwartz, I'm sad to say, is no longer with us on this Earth. But he and his wisdom live on in this book.
He can be the mentor who will guide you to your next level of business achievement.

64 of 65 people found the following review helpful.
A classic for serious copywriters
By Ken McCarthy
This is a rock solid, if challenging, book about writing ad copy from one of the best copywriters who ever lived. It is NOT an easy read so if you're looking to be entertained by a 'personality,' look elsewhere.

On the other hand, if you want to dig deep into the subject of copywriting and go beyond the 'paint-by-numbers,' training wheels approach that's so widely taught these days, this is a good book to work with.

And 'work with' is the way to look at it.

This book is so packed, one chapter could easily give you enough things to think about for a year.

By the way, there is absolutely nothing dated in this book.

Calling this book dated is like saying Claude Hopkins is dated because he used examples from the turn of the century or that John Caples is dated because he used example from the 30s and 40s.

You don't buy books like these for their examples. You buy them for what a highly experienced and successful ad writer has to say about his craft. That being said, this book will probably be too much for readers who want everything 'quick and easy' and need to be entertained.

50 of 54 people found the following review helpful.
Dated, But Still Relevant, Copywriting Guide
By James Sadler
First, this book is not as rare as claimed. There is a new edition currently available which can be found elsewhere on Amazon, although it is, in my opinion, grossly overpriced. And, as I will explain, there are other ways to get a copy of it besides spending nearly 100 of your hard earned dollars. I hate to pass on buying a book, but the publisher is just nuts selling it for nearly $100.00.
Eugene Schwartz is one of copywriting and advertising's legends. His story is well known among copywriters: He started in mail order as a delivery boy in 1949 and became a junior copywriter before the end of that year. By 1951, he was a copy chief and became the president of his own mail order firm in 1954. He skills as a copywriter led him to become one of advertising's highest paid consultants (Rodale Press once paid him a commission of $54,000 for four hours work).
This book is considered by many to be a classic on copywriting in general and mail order copywriting in particular. It is also legendarily reputed to be the "most stolen" book from public libraries and it is claimed that there are only 130 copies to be found in the world. I'm not sure about that claim as my local library came up with a 1966 copy with no problem and the librarian indicated that other copies were available from other libraries. She also had never heard of it as being the "most stolen" book in public libraries.
This is the most recently published edition and it appears to have been published, in part, because of the reputed difficult of finding copies. The price of $95.00 would seem to reflect a pent-up demand for it (more on that later).
"Breakthrough Advertising" is excellent in its analysis of advertising and the marketplace. Schwartz was an advocate of the idea that advertising could not create demand but it could channel it to a certain product. He referred to demand as "Mass Desire" and believed that there had to be some level of desire before a product could be offered and sold profitably. An example he uses is that of weight loss. There is a huge mass desire to lose weight and, as a consequence, a demand for weight loss products. The job of the copywriter, according to Schwartz, is to tap into that demand and channel it to the particular product the copywriter is selling.
Schwartz continues throughout the book to analyze the make-up of a good advertisement, focusing heavily on the headline as being the make-or-break item of any good advertisement. He then continues in a discussion and analysis of the body of an advertisement as well as giving his opinion on some aspects of layout. He admittedly doesn't spend much time on the subject of layout, but his discussion of layout is quite revelatory.
Schwartz's work isn't necessarily a great revelation today. Most other books I have read on the subject of advertising and copywriting recognize many of the same principles he discusses. In fact, you can read on everything he touches upon in other more modern, and cheaper, sources. That being said, the book is still a worthwhile read. Schwartz has an engaging writing style and he does a great job of breaking his chapters down into subtopics and subheadings (a direct mail technique he obviously is employing in his book). Anyone with an interest in copywriting and advertising should take the time to read and learn from Schwartz. You will no doubt learn something about the craft of copywriting that you previously were unaware of.
Now as to the price of the current edition, if you are like I normally am and just have to have a book on your shelf, you might want to go ahead and buy it. I personally found the price prohibitive and did not purchase it. Instead, I checked the library's copy out and took a lot of notes. I would love to add this book to my library, but not at a cost of $95.00. I really think someone is gouging those with any interest in Schwartz's work at that price, but I guess there are more than enough individuals willing to that price for them to offer it at $95.00.
The price seems even more prohibitive given the fact that most of the information is available from other sources and the fact that the writing is somewhat dated.

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Rabu, 14 April 2010

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Once a lot more, reading practice will certainly constantly offer beneficial benefits for you. You might not have to invest sometimes to review guide Brain Rules: 12 Principles For Surviving And Thriving At Work, Home, And School [Audiobook, CD] [Audio CD], By John Medina (Author) Just established apart several times in our extra or free times while having dish or in your office to check out. This Brain Rules: 12 Principles For Surviving And Thriving At Work, Home, And School [Audiobook, CD] [Audio CD], By John Medina (Author) will reveal you new point that you can do now. It will assist you to improve the quality of your life. Occasion it is merely a fun publication Brain Rules: 12 Principles For Surviving And Thriving At Work, Home, And School [Audiobook, CD] [Audio CD], By John Medina (Author), you could be healthier and also much more fun to appreciate reading.

Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School [Audiobook, CD] [Audio CD], by John Medina (Author)

  • Published on: 2008
  • Binding: Unknown Binding

Most helpful customer reviews

123 of 129 people found the following review helpful.
A great overview of both findings in neuroscience as well as practical ways to apply them in everyday life
By Michael Schmatz
John splits the book up into twelve different sections, each with findings in neuroscience, as well as how to apply those findings practically. These sections are

Survival: How our brain is a product of our evolution, and some traits it has adopted as a result
Exercise: How exercise improves our cognitive abilities and staves off dementia
Sleep: What the brain does during sleep, how people are biologically predisposed to various sleep patterns, and how to use naps to improve performance
Stress: The various biochemicals involved with stress and how to have less stressful relationships and life
Wiring: How neurons interact, develop, and function
Attention: How multitasking works (or doesn't work), the relationship between emotion and attention, and the need for relaxation to enhance focus
Memory: How memory formation works and the optimal way to remember things
Sensory Integration: How all of the senses work together to provide a cohesive experience, and how multiple senses can be utilized to improve learning
Vision: How vision trumps all of the other senses and can be used to create more effective presentations
Music: How music can cause improvements in cognition, be therapeutic, and how music training can improve cognition
Gender: Differences between the genders in physiology, socialization, emotional reactions, and memory.
Exploration: How the brain is constantly exploring and looking for novel things

A lot of reviewers have pointed out that many of the tips that John gives are common sense - that may be true. However, I found that knowing the neuroscience behind many of the things which John advocates ensures their adoption into day-to-day life.

Overall, a great read that has caused me to change the way I give presentations, how much I exercise and sleep, as well as how I interact with people.

7 of 7 people found the following review helpful.
Great author and great book!
By Average Joe
Great book! Easy to read and fun to read as well. John Medina did a nice job of taking one of the most complex things in the world (the human brain) and breaking it down into 12 simple rules for parents, educators, and every day people to understand. You do not need a bachelors in anatomy and physiology like many of the brain books I have read before. It is a fascinating book and it is great to understand each component of how your brain works! Highly recommend this book to anyone interested in learning more about their brain, their child's brain or their students' brains. The book breaks down the 12 rules into these categories: Survival/Evolution, Exercise, Sleep, Stress, Wiring, Attention, Memory, Sensory Integration, Vision, Music, Gender Differences and Exploration. Also the website that John Medina provides is very useful because it is an automated video and provides visuals and examples for each chapter to help you understand the concepts!

4 of 4 people found the following review helpful.
I quite like this book in that it covers nicely some actionable ...
By Du Nguyen
Brain Rules by John Medina is a book covering the brain. The focus of the book is on how you can improve your life based on what science has learned about the brain. Medina covers 12 principles which are 12 tips for how to improve your mental performance.

I quite like this book in that it covers nicely some actionable steps to improving mental performance. It makes each chapter self-contained and the way Medina writes, has inspired me to makes changes to my own life. The writing style is quite easy to follow and Medina takes a much personal style as well in telling stories about himself and how some of these principles apply to his own life. Each chapter ends with how each principle could be applied to school and work which I quite like but feels a bit malplaced.

Some of the chapters are better and more interesting than others and towards the end the book loses its momentum.

The rating given reflects the interesting content but also the sometimes uneven focus on the content.
I'd recommend this book for people new to cognitive science and who is not interested in the research but wants some actionable steps.

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Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School [Audiobook, CD] [Audio CD], by John Medina (Author) PDF

Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School [Audiobook, CD] [Audio CD], by John Medina (Author) PDF
Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School [Audiobook, CD] [Audio CD], by John Medina (Author) PDF

Rabu, 07 April 2010

[P828.Ebook] Free Ebook Quick Guide to Hedge Funds, by Gina Heng, Seunghyun Cho

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Quick Guide to Hedge Funds, by Gina Heng, Seunghyun Cho

Quick Guide to Hedge Funds, by Gina Heng, Seunghyun Cho



Quick Guide to Hedge Funds, by Gina Heng, Seunghyun Cho

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Quick Guide to Hedge Funds, by Gina Heng, Seunghyun Cho

While traditionally seen as an exclusive and complex world of financial experts, hedge funds are now accelerating towards the spotlight as more and more investors are choosing hedge funds over traditional investment products during times of heightened global market volatility. Quick Guide to Hedge Funds provides a succinct, but relevant overview of the hedge fund industry. Clear, insightful and illustrated with graphs and charts, it is a must-read for all levels of financial professionals and investors who want to understand the hedge fund industry. -Written by successful fund managers -Historical and structural outline of hedge funds -Objective evaluation of the risks and benefits to hedge funds -Provides guidelines for making quality decisions when choosing a potential hedge fund manager -An understanding of the issues that come into play as you build hedge funds in different regions, including governance rules, assets under management size, and investor expectations

  • Sales Rank: #5875221 in Books
  • Published on: 2012-10-19
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.00" h x .23" w x 6.00" l, .31 pounds
  • Binding: Paperback
  • 96 pages

Most helpful customer reviews

0 of 0 people found the following review helpful.
Essential information in rare simplicity
By J
As a customer experience professional in financial services, I have been dealing with complex research content and product communications to simplify them for banking customers. This book came to me as such a delight for its rare simplicity in explaining rather a complex concept of 'hedge fund'. It is an easy read yet contains essential information in understanding hedge fund - such as the definition, the difference from mutual fund, the structure and style, fund manager and risks. I highly recommend this book for individuals who seek to equip themselves with investment knowledge, as well as a bank's research division as a good reference book in simple communication.

0 of 0 people found the following review helpful.
Informative!!!
By Amanda
This book is very informative and detailed. It is written in a form that any one who is interested in this field or just a beginner in learning the art of hedging can follow along. If you are in looking for something that will help you earn a great return, you should definitely buy/read this book. There are a lot of good diagrams and graphs to help explain the process in further details.

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Quick Guide to Hedge Funds, by Gina Heng, Seunghyun Cho PDF

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