Posted by Elena del Valle on March 12, 2010
Guerrilla Marketing Goes Green
Jay Conrad Levinson, known for his 60 Guerrilla Marketing books, and Shel Horowitz, an environmental activist and marketer for more than 30 years, teamed up to write Guerrilla Marketing Goes Green Winning Strategies to Improve Your Profits and Your Plant ( Wiley, $21.95), a book about effective marketing with an environmental emphasis published this year. The book includes a Foreword by Stephen M.R. Covey, author, The Speed of Trust.
The 236-page softcover book, based heavily on Horowtiz’ Principled Profit: Marketing That Puts People First, is divided into three parts: The Way of the Golden Rule, The New Marketing Mindset, and Hands-On with Cooperative People Centered Marketing; discussed in 21 chapters. The authors start from the perspective that being environmentally friendly is what everyone seeks to do.
They promise to explain how readers can increase profits and lower costs by emphasizing ecologically sensitive and ethical policies; convert customers, suppliers and competitors into supporters; make business acquaintances joint-venture partners; and take advantage of social and traditional media to boost revenues and decrease advertising expenses.
Conrad Levinson has taught guerrilla marketing for ten years at the extension division of the University of California in Berkley. Prior to that he was senior vice-president at J. Walter Thompson, and creative director at Leo Burnett Advertising and in Europe.
Horowitz describes himself as an ethical and green marketing expert, book shepherd, writer, international speaker, consultant, community organizer, and frugalist. He is the author of the e-book, Painless Green: 111 Tips to Help the Environment, Lower Your Carbon Footprint, Cut Your Budget, and Improve Your Quality of Life-With No Negative Impact on Your Lifestyle.
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Posted by Elena del Valle on March 5, 2010
We Are Americans
William Perez, Ph.D., professor of education at Claremont Graduate University and an applied developmental psychologist, began interviewing undocumented students in 2006 to better understand their experiences growing up in the United States. To his surprise these students, part of a larger group of 3.1 million children and young adults whose immigration status in the country is illegal, exhibited a high percentage of civic involvement. He shared his findings and portions of the interviews with 16 undocumented students as well as four formerly undocumented students in a newly published book, We Are Americans Undocumented Students Pursuing the American Dream (Stylus Publishing, $22.50).
The 161-page book, published in 2009, is divided into five parts featuring the stories of high school, community college, and university students as well as college graduates, college graduates who were previously undocumented and a conclusion. He explains in the Conclusion that while 65,000 undocumented students graduate from high school in the United States every year, only one in five of these students is able to overcome the overwhelming odds to continue on to college.
He believes these undocumented students and their families are members of American society and should be granted legal status; that U.S.-born citizens have nothing to fear from these marginalized individuals and others who like them are impoverished in our nation. He advocates for the legal incorporation of undocumented youths and their families, indicating that for him it is a matter of “dignity and fundamental human rights.”
The book includes a Foreword by Daniel G. Solorzano, professor, Social Science and Comparative Education at the Graduate School of Education and Information Studies of the University of California, Los Angeles in which he sides with Perez: “Professor Perez’s research provides persuasive evidence that the talent we lose when we exclude undocumented students is a devastating loss to the United States…”
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Posted by Elena del Valle on February 26, 2010
Social Media Success e-book cover
Photos: Janet Fouts
Janet Fouts, an educator, speaker and social media coach at Tatu Digital Media, dedicated time over six months to write her first non fiction e-book, Social Media Success (Happy About, $14.95). Her intention was to answer many questions from clients and blogs and share suggestions on how readers can take advantage of social media for their business needs. The 145-page e-book, also available as a 162-page print book ($19.95), outlines the basics of online social media issues. It includes a Foreword by Aaron Strout, chief marketing officer, Powered Inc.
“I wrote this book to pull together answers to the questions from my clients and on the blogs all in one place. I wanted to write a book that goes beyond telling people how they need to use social media and give them real actionable information they can use in their business,” said Fouts when asked why she wrote the book.
The e-book is divided into 23 chapters that discuss social media concepts, videos, blogging, etiquette, groups, nonprofits, measurement and some of the better known sites such as Twitter, Facebook, Flickr, FriendFeed, and LinkedIn. Some of the chapters such as Flickr, Measurement and Efficiency Matters are short, (one or two pages in length), while others like Set Some Rules have a more conventional length.
Author Janet Fouts
One of the nuggets of wisdom is in Strout’s words: “… social media is a slow waltz, not a frenetic boogie and it takes time for it to work.” While social media may offer a forum to accomplish amazing things, as Fouts says in the Introduction, it seems that to be successful and reap the benefits of social media outreach users must be diligent and patient. She drives home the point that social media is about developing relationships, having real conversations and establishing trust.
For social beings social media may be an ideal environment to connect with friends, followers and even customers. Through the vast networks of users social media can help an individual, organization or company promote products or services to people the initial user may have never even met. Fouts admiration for the tools is evident when she says: “It can open your eyes to the richness of human relationships and even find you a mate.”
As a senior partner at her company Fouts has worked with the online community for 13 years and with small businesses to develop their online presence. She dedicates some of her time to helping individuals and corporations understand how to use social media tools effectively and conducting in-house workshops and virtual training sessions on social media tools and strategy.
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Posted by Elena del Valle on February 19, 2010
Diabetes? No Problema The Latino’s Guide to Living Well with Diabetes
Photos: Sheri R. Colberg, Leonel Villa-Caballero
The average newborn today has a 30 percent chance of becoming diabetic. A Hispanic newborn has nearly a 50 percent chance of developing diabetes. With these daunting statistics how are families able to deal with diabetes and maintain a good quality of life? Doctors and specialists believe it’s possible for diabetics to overcome the odds and live a healthy and happy life.
Sheri R. Colberg, Ph.D. and Leonel Villa-Caballero, M.D., Ph.D. share the benefits of years of experience and studies in a book published in 2009 targeting Latinos, in English, on the oft discussed topic of diabetes. In Diabetes? No Problema The Latino’s Guide to Living Well with Diabetes (Da Capo Press, $15.95), a 270-page softcover book they explore the medical condition as it relates to Latinos in the United States.
Among the 24 million people with diabetes in 2007 (one quarter of which were unaware of their condition), they believe Latinos are subject to special barriers including cultural issues relating to food consumption that can and have been overcome by many people. How? Lifestyle choices regarding diet, exercise and body weight have been known to delay or prevent diabetes in two of three Hispanics.
In the 10-chapter book these two experts discuss the myths and realities of insulin, how dietary precautions can help lower sugar blood levels, ways to minimize stress, avoiding pitfalls, and how patients can exercise safely and effectively to conquer the threats diabetes brings.
Sheri R. Colberg, Ph.D.
Colberg, an exercise physiologist and professor of exercise science at Old Dominion University in Virginia, is a diabetes sufferer herself. She has worked as an exercise specialist at a diabetes treatment center and authored seven other books including The Diabetic Athlete, Diabetes-Free Kids, and The 7 Step Diabetes Fitness Plan.
Leonel Villa-Caballero, M.D., Ph.D
Villa-Caballero, a researcher in the Family and Preventive Medicine Department at the University of California-San Diego, has more than 17 years of experience treating patients with diabetes. The Mexico City-born physician was awarded the American Diabetes Association Cielo Award for his efforts toward improving the health of Latinos.
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Diabetic Athlete’s Handbook
The 7 Step Diabetes Fitness Plan
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Posted by Elena del Valle on February 12, 2010
Bridging the Diversity Divide
University administrators, educators and anyone wishing to better understand diversity have a new resource available in Bridging the Diversity Divide Globalization and Reciprocal Empowerment in Higher Education (Joseey-Bass, $29) by Edna Chun and Alvin Evans. The 144-page softcover research based book was designed as a practical guide for those wishing to develop inclusive campuses. The authors believe systematic organizational change is essential in order to achieve true inclusively universities.
Published in 2009, the book is divided into five main sections: The Changing Landscape and the Compelling Need for Diversity; Translating Principles into Practice; Mapping the Terrain for Inclusion and Bridging the Gaps; Orchestrating the Process of Cultural Change; and A Toolkit for Operational Reciprocal Empowerment. There is also an executive summary, recommendations and two appendices.
The authors recommend organizations that want to embrace inclusive principles adopt a change model based on organizational learning ideas; formally outline, in cooperation with employees and relevant groups, the diversity ideas they wish to add; allocate resources to the inclusive project accordingly; measure results; highlight success case studies; be alert to disparate treatment of minorities and monitor retention; and establish a work environment where stereotypes are dispelled.
Chun, vice president, Human Resources at Broward College in Fort Lauderdale, Florida, has more than 20 years of human resources experience in public research universities in California, Oregon and Ohio. Evans is associate vice president, Human Resources and Kent State University. He has more than 20 years of experience in public sector human resources management and organizational development.
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Posted by Elena del Valle on January 29, 2010
Winning Job Interviews book cover
Photos: Career Press, Paul Powers, Ph.D.
In Winning Job Interviews (Career Press, $12,99), a 218-page softcover book, Paul Powers, Ph.D. offers readers strategies and techniques to help them get the job interview they want. He discusses how readers can overcome difficult obstacles, be prepared to answer interview questions, increase the quantity and quality of job offers, avoid social networking mistakes, secure their jobs and be ready in case of trouble.
The book, published this year, is divided into nine chapters: Why Job Hunting Sucks; How To Get More and Better Interviews; You Are in Control; Building Your Winning Interview Plan; How To Have Glowing Job References; How To Close the Deal and Get the Job Offer; Turning the Offer Into a Job You Love; Glitches, Potholes, Calamities and Idiots; and The Winning Job Interview Toolkit.
Paul Powers, Ph.D., author, Winning Job Interviews
Powers, a licensed psychologist and former chair of the Massachusetts Board of Psychologists, is a graduate of the University of Massachusetts at Amherst. He is a speaker and executive coach dedicated to helping other achieve a more rewarding career, a more productive organization and a more balanced, satisfying life.” He divides his time between Massachusetts and Florida.
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Posted by Elena del Valle on January 22, 2010
The Social Factor book cover
Maria Azua, an IBM executive, outlines the benefits of social media for business in The Social Factor Innovate, Ignite, and Win Through Mass Collaboration and Social Networking (IBM Press, $29.99), a 248-page paperback book published in 2010. Her goal in writing the book was to provide strategic and tactical insights for business executives based on her and her colleagues’ experience and case studies within her company, and help readers avoid social networking mistakes.
To complete the project which took four years of hands on investigation and analysis she relied on the contribution and input of 10 colleagues: Boas Betzler, Bill Bodin, Christopher Douglass, Brian Goodman, Reed Mullen, Carl Burnett, Dave Newbold, Mahesh Parakdar, Gina Poole, Michael Roche, and Laurisa Rodriguez, the only contributor that was not from IBM.
She and her colleagues at IBM believe three forces are driving social and workplace interactions: Information overload from the Information Age, standardization of technology, and the availability of low cost two-way communication online.
The book is divided into 12 chapters: Dawn of the Social Age, Social Age Organizations, Wikis: Bringing the Crowds to You, Blogs: Your Personal News Outlet, Tagging and Social Clouds, Cloud Computing Paradigm, Social Media and Culture, On the Shoulders of Giants, Social Brain and the Ideation Process, Social Innovation, Social Economy, and Mobile Society.
Maria Azua, vice president of Cloud Computing Enablement, IBM Enterprise Initiatives, is responsible for the technical implementation, deployment and operations of the Common Cloud Platform Living Lab share service, as well as the IBM Smart Business Development and Test on the IBM Cloud. She is also responsible for the creation of a community of independent software vendors, business partners, and technical community that fosters cloud computing IT methodologies and applications.
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Posted by Elena del Valle on January 15, 2010
Migration from the Mexican Mixteca A Transnational Community in Oaxaca and California (Center for Comparative Immigration Studies, $29) is a 268-page paperback book about migrant communities in Mexico’s Mixteca region of Oaxaca and San Diego in California. Twenty women and twelve men contributed eight chapters to the book. Edited by Wayne A. Cornelius, David Fitzgerald, Jorge Hernández Díaz, and Scott Borger the book is based on surveys and interviews with migrant workers and potential migrants conducted by a team in both countries in 2007 and 2008.
The editors strive to show how some Oaxaca-based and California-based natives of the town of San Miguel Tlacotepec have built parallel communities in spite of the international divide. They examine the efficacy and impact of border enforcement, how undocumented status affects health and education, and how modern telecommunications are providing the tools for transborder migrant networks.
The eight chapters are: San Miguel Tlacotepec as a Community of Emigration; Strategies for Success: Border Crossing in an Era of Heightened Security; Setting Down Roots: Tlacotepense Settlement in the United States; Long-Distance Lives: International Migrant Networks and Technology in the United States and Mexico; Going to School, Going to El Norte: Migration’s Impact on Tlacotepense Education; Lucharle por la Vida: The Impact of Migration on Health; Between Here and There: Ethnicity, Civic Participation, and Migration in San Miguel Tlacotepec; and The Economics of Migration: Agriculture, Remittances and Investment.
Wayne A. Cornelius, director emeritus, Center for Comparative Immigration Studies (CCIS)
Cornelius is director emeritus, Center for Comparative Immigration Studies (CCIS), University of California-San Diego as well as Distinguished Professor of Political Science and Theodore E. Gildred Chair in U.S.-Mexican Relations at that university. Fitzgerald, associated director, CCIS is author of A Nation of Emigrants: How Mexico Manages Its Migration. Borger is a Ph.D. candidate in economics at the University of California, San Diego. Hernandez-Diaz is professor of anthropology at the Universidad Autonoma Benito Juarez de Oaxaca.
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Posted by Elena del Valle on December 11, 2009
In Four Generations of Norteños New Research from the Cradle of Mexican Migration (Center for Comparative Immigration Studies, $24.50) edited by Wayne A. Cornelius, David Fitzgerald and Scott Borger twenty nine authors share insights on the migration of people over decades between central Mexico and the United States. Their findings are based on many years of data gathered from fieldwork and thousands of recent interviews. The authors examine complex issues such as smuggling people across the Mexico United States border, border enforcement and its possible impact on immigration decisions, and migration’s effect on families, health and the economy of the region.
The 250-page paperback book is divided into eight chapters: The Dynamics of Migration: Who Migrates? Who Stays? Who Settles Abroad?; Is U.S. Border Enforcement Working?; Coyotaje: The Structure and Functioning of the People-Smuggling Industry; Jumping the Legal Hurdles: Getting Green Cards, Visas and U.S. Citizenship; Development in a Remittance Economy: What Options Are Viable?; Outsiders In Their Own Hometown? The Process of Dissimilation; Families in Transition: Migration and Gender Dynamics in Sending and Receiving Communities; and The Migrant Health Paradox Revisited.
Wayne A. Cornelius, director emeritus, Center for Comparative Immigration Studies (CCIS)
Cornelius is director emeritus, Center for Comparative Immigration Studies (CCIS), University of California-San Diego as well as Distinguished Professor of Political Science and Theodore E. Gildred Chair in U.S.-Mexican Relations at that university. Fitzgerald, associated director, CCIS is author of A Nation of Emigrants: How Mexico Manages Its Migration. Borger is a Ph.D. candidate in economics at the University of California, San Diego.
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Posted by Elena del Valle on December 4, 2009
Watercooler: Behind the Scenes and Off the Record book cover
Photos: Ascot Media Group, Inc.
In Watercooler, Behind the Scenes and Off the Record, The Untold Stories from Broadcasters (Authorhouse, $16.98) Elizabeth Sanchez shares untold stories she gathered around the office while speaking with colleagues in newsrooms and broadcast studios. They are personal stories from nine women (including Sanchez) and four men reporters at networks like Fox News and CBS as well as local affiliates of the big networks in several areas of the country.
Sanchez, host of the national PBS TV show A Place of Our Own, dedicated seven chapters to the stories in the 112-page paperback book published this year. The chapter titles are: Mother Nature’s Fury, In the Thick of Things, Putting It into Perspective, Choosing Course, Perks and Punches, Reflections on Death, and Launching Pad.
The new book features stories about what the reporters thought were inspiring and horrific moments covering crime and natural disasters, including war zones, Hurricane Katrina and the Los Angeles riots. Rita Cosby, former Fox News correspondent and MSNBC talk show host, told Sanchez about how she was riding in a media helicopter to survey damage from Hurricane Katrina when the craft was recruited for rescue efforts.
“Our chopper became a crammed aerial ambulance transporting evacuees, some covered in blood from falling debris and broken glass,” said Cosby. “I remember asking a young rescued woman where she was going to go next. She simply responded, ‘Just away from here.’”
Barry Peterson, a CBS News correspondent, tells of his experience covering the war in Sarajevo and trying to catch a flight on “Maybe Airlines,” an unreliable United Nations airlift that sometimes dropped off supplies and picked up hitchhiking journalists and their gear, when there was no sniper fire, bad weather or mechanical problems. His old passport has the stamp of “Maybe Airlines.”
Other story contributors include Stacy Case, a TV host and producer; Juan Fernandez, a reporter for KCBS; Elise Finch, a WCBS-TV meteorologist; Sandra Gonzalez, a reporter with Fox; Kristine Lazar, a television reporter; Drew Levinson, a national correspondent for CBS Newspath; Jennifer Miller, a CBS reporter; Tracey Neale, a primary anchor for 9News; Sarah Schulte, a reporter with ABC; and David Whisenant, a reporter and anchor with WBTV.
Author Elizabeth Sanchez
Before becoming host of the Emmy-nominated PBS TV show Sanchez, winner of several Emmys, worked as a news anchor and reporter in San Diego, Charlotte, and Phoenix. She also has been a national correspondent for CBS NewsPath and covered the death of Michael Jackson, presidential elections, the Space Shuttle Columbia tragedy, the Kobe Bryant and Scott Peterson court cases, and the White House.
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Watercooler
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