Godfrey Garner's Books

Search Out the Land

The Jews and the Growth of Equality in British Colonial America, 1740-1867

By: Sheldon J. Godfrey,Judy Godfrey

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Search Out the Land

The Jews and the Growth of Equality in British Colonial America, 1740-1867

By: Sheldon J. Godfrey,Judy Godfrey

To date, Jews and Jewish contributions to the early development of Canada and the British colonies have been marginalized in Canadian history. In Search Out the Land Sheldon Godfrey and Judith Godfrey begin to redress this situation by illustrating and an

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460

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McGill-Queen's Press - MQUP

Published Date

ISBN 10

0773512012

ISBN 13

9780773512016

The Fallujah Scrolls

Eloi, Eloi

By: Robert D. Godfrey

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The Fallujah Scrolls

Eloi, Eloi

By: Robert D. Godfrey

What if the Dead Sea Scrolls and the Nag Hammadi scrolls were just the tip of the iceberg? Victor Collins finds his life has been drastically altered when he awakens from a 6 month coma and discovers he has been recorded speaking in Old Aramaic while unconscious. Religious power centers take notice of the translations and the race is on to prevent a Titanic collapse of Christianity as currently practiced. Victor runs the gamut from reincarnation, to self realization,to politics and high stakes religious corruption within the Catholic church and confrontation with the Bush-Cheney administration in fulfilling his mission from God, of bringing the actual words of Yeshua as written by the scribe Nazzir (Victors previous incarnation) to light.

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Page Count

286

Publisher

Robert Godfrey

Published Date

ISBN 10

1432755277

ISBN 13

9781432755270

TIMES AND THOUGHTS OF AFRICAN POLITICAL THINKERS

By: Godfrey O. Ozumba & Elijah Okon John (Edited)

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TIMES AND THOUGHTS OF AFRICAN POLITICAL THINKERS

By: Godfrey O. Ozumba & Elijah Okon John (Edited)

This book is aimed principally at assessing the political theories of some of the most prominent African political philosophers and nationalists who, from diverse perspectives, responded to the African/Black Man's predicament. The contributors who are seasoned scholars drawn from different universities and disciplines have made their marks in their various assessments of the positions of these political thinkers. I strongly recommend this book to students of philosophy, history, sociology and political science. It is a must for human rights organizations, all those who are interested in redressing the African predicament and the reading public. Endorsed by Edioms Research and Innovation Centre (E-RIC)

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278

Publisher

Lulu.com

Published Date

ISBN 10

1326909843

ISBN 13

9781326909840

Woodrow Wilson's Right Hand

The Life of Colonel Edward M. House

By: Godfrey Hodgson

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Woodrow Wilson's Right Hand

The Life of Colonel Edward M. House

By: Godfrey Hodgson

The importance of Colonel Edward M. House in twentieth-century American foreign policy is enormous: from 1913 to 1919 he served not only as intimate friend and chief political adviser to President Woodrow Wilson but also as national security adviser and senior diplomat. Yet the relationship between House and the president ended in a quarrel at the Paris peace conference of 1919largely because of Mrs. Wilson s hostility to Houseand House has received little sympathetic historical attention since. This extensively researched book reintroduces House and clearly establishes his contributions as one of the greatest American diplomats. A kingmaker in Texas politics, House joined Wilson s campaign in 1912 and soon was traveling through Europe as the president s secret agent. He visited Europe repeatedly during World War I and played a major part in draftingWilson's Fourteen Points and the Covenant of the League of Nations. He tried to stop the war before it began, and to end it by negotiation after it had started. His greatest achievement was to lock both sides into an armistice based on American ideals.

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390

Publisher

Yale University Press

Published Date

ISBN 10

0300092695

ISBN 13

9780300092691

Strategic Risk Management

New Tools for Competitive Advantage in an Uncertain Age

By: Paul C. Godfrey,Emanuel Lauria,, John Bugalla,Kristina Narvaez

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Strategic Risk Management

New Tools for Competitive Advantage in an Uncertain Age

By: Paul C. Godfrey,Emanuel Lauria,, John Bugalla,Kristina Narvaez

This book presents a new approach to risk management that enables executives to think systematically and strategically about future risks and deal proactively with threats to their competitive advantages in an ever more volatile, uncertain, complex, and ambiguous world. Organizations typically manage risks through traditional tools such as insurance and risk mitigation; some employ enterprise risk management, which looks at risk holistically throughout the organization. But these tools tend to focus organizational attention on past actions and compliance. Executives need to tackle risk head-on as an integral part of their strategic planning process, not by looking in the rearview mirror. Strategic Risk Management (SRM) is a forward-looking approach that helps teams anticipate events or exposures that fundamentally threaten or enhance a firm's position. The authors, experts in both business strategy and risk management, define strategic risks and show how they differ from operational risks. They offer a road map that describes architectural elements of SRM (knowledge, principles, structures, and tools) to show how leaders can integrate them to effectively design and implement a future-facing SRM program. SRM gives organizations a competitive advantage over those stuck in outdated risk management practices. For the first time, it enables them to look squarely out the front windshield.

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254

Publisher

Berrett-Koehler Publishers

Published Date

ISBN 10

1523086963

ISBN 13

9781523086962

Gays and Grays

The Story of the Inclusion of the Gay Community at Most Holy Redeemer Catholic Parish in San Francisco

By: Donal Godfrey

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Gays and Grays

The Story of the Inclusion of the Gay Community at Most Holy Redeemer Catholic Parish in San Francisco

By: Donal Godfrey

Most Holy Redeemer Parish in San Francisco is in the center of the world's first gay neighborhood, The Castro, and was the center of the hostility to the arriving gay population in the 1970s. Author Father Donal Godfrey shows how, over time, the old time parishioners, or "the gray," bonded with the new comers, "the gay," particularly in a joint compassionate response to the crisis of AIDS. Most Holy Redeemer was changed from a dying parish to a vital place where gay and straight people together created something new.

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208

Publisher

Lexington Books

Published Date

ISBN 10

0739119389

ISBN 13

9780739119389

Strategic Management

A Critical Introduction

By: Richard Godfrey

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Strategic Management

A Critical Introduction

By: Richard Godfrey

Regularly considered to be the cap-stone course on any business or management degree, strategy has developed into a wide-ranging and sometimes overwhelming field of study. However, in recent years the theory of strategy has come under increasing scrutiny for its perceived failures and detachment from real world practice. With an engaging and conversational tone, this new concise textbook offers an accessible and timely review of the theory and practice of strategic management, explored from a more critical perspective. In a refreshing change from much of the literature, Richard Godfrey takes a wider view of strategy, incorporating insights from the worlds of sociology, psychology and history to highlight the complexity and plurality at the heart of the discipline. The book also incorporates a number of extensive case studies on contemporary business strategy from the likes of Apple, Nike, Zara and IKEA. Written for both an undergraduate and postgraduate audience, the book challenges a number of underlying assumption and beliefs about strategy and seeks to add clarity and context to the field.

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282

Publisher

Routledge

Published Date

ISBN 10

1317812719

ISBN 13

9781317812715

Entertaining Angels

Reflections on the Sermon to the Hebrews

By: Michael J. H. Godfrey

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Entertaining Angels

Reflections on the Sermon to the Hebrews

By: Michael J. H. Godfrey

Hebrews is a sermon, and a providentially sermon for our age. This ancient text speaks to a Christ-community descending into an abyss of ennui, losing coordinates of faith and sliding through a back door or nonchalance. With glimpses across the globe and though history, this book attempts to extrapolate meaning for today from a sometimes difficult first century text.

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281

Publisher

Wipf and Stock Publishers

Published Date

ISBN 10

1498296874

ISBN 13

9781498296878

Field Guide to the Piedmont

The Natural Habitats of America's Most Lived-in Region, From New York City to Montgomery, Alabama

By: Michael A. Godfrey

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Field Guide to the Piedmont

The Natural Habitats of America's Most Lived-in Region, From New York City to Montgomery, Alabama

By: Michael A. Godfrey

America's most populous region is also home to some of the nation's most serenely beautiful country. Tracing a gentle, thousand-mile curve from New York City southwestward to Montgomery, Alabama, the Piedmont connects an arc of urban centers which includes five state capitals, America's largest city, and the national capital. Between the Atlantic coastal plain and the Blue Ridge Mountains, the Piedmont's rolling hills span miles of farmland and forest. Michael Godfrey's Field Guide to the Piedmont--originally published by Sierra Club Books and here newly revised and updated--is an informative and entertaining guide to the entire region's habitats, ecosystems, and rich botanical communities. Focusing on plant succession, geology, soils, climate, and the plants and animals with which we share the land, Field Guide to the Piedmont also features 180 illustrations for easy identification of the Piedmont's principal flora and fauna. A chapter describing and providing directions to over fifty sites of special interest will inspire Piedmont residents to take this field guide in hand and explore their natural surroundings. Southern Gateways Guide is a registered trademark of the University of North Carolina Press

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537

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UNC Press Books

Published Date

ISBN 10

1469607492

ISBN 13

9781469607498

Clean

Lessons from Ecolab's Century of Positive Impact

By: Paul C. Godfrey,Emilio R. Tenuta

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Clean

Lessons from Ecolab's Century of Positive Impact

By: Paul C. Godfrey,Emilio R. Tenuta

Straightforward strategies for achieving sustainable practices and business success in the modern organization In Clean: Lessons from Ecolab’s Century of Positive Impact, a team of veteran sustainability experts delivers a practical toolkit for creating a forward-looking and sustainability-focused business. From Ecolab’s origins in sustainability 100 years ago to its ambitious 2030 environment and social impact goals, this book lays out a roadmap for business transformation and continued growth – today and for the next 100 years. You’ll explore the principles and methods required to build and lead a sustainable company. You’ll discover how to evolve your focus on sustainability over time, as your organization transforms and grows. You’ll learn to: Build and maintain momentum for sustainability initiatives and cement your firm’s commitment to new practices through iteration and aligning business units around core, shared sustainability goals. Embed new sustainable practices into your organization’s governance and operations DNA Identify and leverage specific sustainability levers that impact a wide variety of key performance indicators Create a set of business processes that enable sustainable future and engage your employees in a higher purpose An essential playbook for students of sustainability and business, this book is a must-read for the modern manager, executive, or director seeking to solidify their business strategy and future-proof their company. Clean: Lessons from Ecolab’s Century of Positive Impact describes the holistic and comprehensive approach to responsible business that we’ve all been waiting for.

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297

Publisher

John Wiley & Sons

Published Date

ISBN 10

1394153376

ISBN 13

9781394153374

Africa in The Sixties

By: Godfrey Mwakikagile

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Africa in The Sixties

By: Godfrey Mwakikagile

This is a general survey of Africa in the sixties. The work focuses on the major events which took place across the continent during those years. It was the euphoric sixties, a period when Africans celebrated the end of colonial rule. Most of the countries on the continent won independence in the sixties. But they were also turbulent years marked by conflict. Some of the most tragic events during those years include the Congo crisis – the assassination of Patrice Lumumba, the secession of Katanga province, civil unrest across the country and intervention by external forces which turned Congo into the bleeding heart of Africa. Another tragedy was the Nigerian civil war. There was also the Zanzibar revolution. The sixties were also a decade of military coups, and much more. Its complementary volume, Remembering the Sixties: An African Experience, addresses other subjects on some of the major events which took place during those years. The sixties stand out as some of the most important years in the history of post-colonial Africa. It is a decade that will never be forgotten, especially by those, including the author, who were there during those days.

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378

Publisher

New Africa Press

Published Date

ISBN 10

9987160344

ISBN 13

9789987160341

Agrochemicals from Natural Products

By: C.R.A. Godfrey

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Agrochemicals from Natural Products

By: C.R.A. Godfrey

Offers a thorough overview of the important agricultural applications of both natural products and synthetic compounds derived from natural products, presenting detailed information on the isolation, structural studies, biological activity and toxicology of these compounds. The expanding area of insecticidal natural products is highlighted.

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440

Publisher

CRC Press

Published Date

ISBN 10

0824795539

ISBN 13

9780824795535

Criminal Women, 1850–1920

Researching the Lives of Britain's Female Offenders

By: Lucy Williams,Barry Godfrey

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Criminal Women, 1850–1920

Researching the Lives of Britain's Female Offenders

By: Lucy Williams,Barry Godfrey

“The fascinating lives of the women who hit hard times . . . investigat[es] the stories behind the faces in the incredible images.” —Al Bawaba Women are among the hardest individuals to trace through the historical record and this is especially true of female offenders who had a vested interest in not wanting to be found. That is why this thought-provoking and accessible handbook by Lucy Williams and Barry Godfrey is of such value. It looks beyond the crimes and the newspaper reports of women criminals in the Victorian era in order to reveal the reality of their personal and penal journeys, and it provides a guide for researchers who are keen to explore this intriguing and neglected subject. The book is split into three sections. There is an introduction outlining the historical context for the study of female crime and punishment, then a series of real-life case studies which show in a vivid way the complexity of female offenders’ lives and follows them through the penal system. The third section is a detailed guide to archival and online sources that readers can consult in order to explore the life-histories of criminal women. The result is a rare combination of academic guide and how-to-do-it manual. It introduces readers to the latest research in the field and it gives them all the information they need to carry out their own research. “The core of the book consists of some 30 case studies of women who went through the system, their offences (from drunkenness and petty theft to murder) and their punishments (from fines or prison to transportation or execution).” —Police History Society

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221

Publisher

Grub Street Publishers

Published Date

ISBN 10

1526718634

ISBN 13

9781526718631

Restructuring the African State and Quest for Regional Integration

New Approaches

By: Godfrey Mwakikagile

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Restructuring the African State and Quest for Regional Integration

New Approaches

By: Godfrey Mwakikagile

The author looks at different approaches towards regional and continental unity, and the need to restructure the African state. He contends that reconfiguration of the African state is necessary after the institutions inherited at independence, especially centralisation of power, have failed to serve the people. He calls for decentralisation of power in order to enable the people - different groups - to set their own agenda for sustainable development. Power should be in the hands of the people at the grassroots level using local institutions to formulate development plans, control and allocate resources in their own areas. Reconfiguration of the African state will also help to accommodate different ethnic groups on equal basis and enable marginalised groups, especially smaller and weaker groups, to fully participate in the political process and get a fair share of the nation's resources without being dominated and exploited by others, especially dominant groups. Restructuring the state will also enable all groups to play an equal role in achieving unity, stability and development. The work is also an examination of the transition African countries have gone through since independence and the problems they have faced and continue to face in terms of nation building and trying to achieve and maintain peace and stability without which prosperity is impossible. It is a call for rebuilding Africa through a combination of innovative approaches.

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616

Publisher

New Africa Press

Published Date

ISBN 10

9987160433

ISBN 13

9789987160433

Crime and Justice since 1750

By: Barry Godfrey,Paul Lawrence

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Crime and Justice since 1750

By: Barry Godfrey,Paul Lawrence

This book provides a comprehensive, introductory text for students taking courses in crime and criminal justice history. It covers all of the key historical topics central to an understanding of the current criminal justice system, including the development of the police, the courts and the mechanisms of punishment (from the gallows to the prison). The role of the victim in the criminal justice system, changing perceptions of criminals, long-term trends in violent crime, and the rise of surveillance society also receive detailed analysis. In addressing each of these issues and developments, the authors draw on the latest research in this rapidly expanding field to explore a range of historiographical and criminological debates. This new edition continues its exploration of criminal justice history right through to the present day and discusses recent events in the criminal justice world. Each chapter now ends with a ‘Modern parallels’ section - a detailed case study providing historical analysis pertinent to a specific contemporary issue in the field of criminal justice and drawing parallels between historical context and modern phenomenon. Each chapter also includes a ‘Key questions’ section, which guides the reader towards appropriate sources for further study. The authors draw on their in-depth knowledge and provide an accessible and lively guide for those approaching the subject for the first time, or those wishing to deepen their knowledge. This makes the book essential reading for those teaching or studying modules on criminal justice, policing and youth justice.

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213

Publisher

Routledge

Published Date

ISBN 10

1134618050

ISBN 13

9781134618057

Understanding Just Sustainabilities from Within

A Case Study of a Shared-Use Commercial Kitchen in Connecticut

By: Phoebe Godfrey

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Understanding Just Sustainabilities from Within

A Case Study of a Shared-Use Commercial Kitchen in Connecticut

By: Phoebe Godfrey

Written by the co-founder and former board president of a non-profit shared-use commercial kitchen, Understanding Just Sustainabilities from Within presents an intersectional analysis of CLiCK (Commercially Licensed Co-operative Kitchen), in order to explore what just sustainabilities can look and feel like from within and without. Through a unique combination of autoethnography, participant observation, surveys, and secondary research, this book offers insights into CLiCK’s micro and macro successes, failures, and unknowns in relation to its attempt to put the concept of just sustainabilities into daily practice, and praxis. Developing its practical analyses from a theoretical basis, this book does not focus on definitive answers, recognizing instead that the closest we can get to understanding just sustainabilities in praxis is through long-term collective struggle and ultimately love. Researchers and educators who are interested in linking theory with practice, especially in relation to just sustainabilities and intersectionality, will appreciate the theoretical grounding, making it desirable for multiple social science classes. Additionally, those involved with the social justice, food justice, and just sustainabilities movements will benefit from the book’s insights into best practices to address issues of social inequalities on the micro level, while also offering the benefits of a macro intersectional analysis.

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Page Count

169

Publisher

Routledge

Published Date

ISBN 10

042987264X

ISBN 13

9780429872648

The Science of Weed

An Indispensable Guide to Cannabis

By: Godfrey Pearlson

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The Science of Weed

An Indispensable Guide to Cannabis

By: Godfrey Pearlson

This work is an evidence-based investigation separating the truth from the hype about the way cannabis impacts our brains"--

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542

Publisher

JHU Press

Published Date

ISBN 10

1421449951

ISBN 13

9781421449951

Beyond the Enclave

Towards a Pro-poor and Inclusive Development Strategy for Zimbabwe

By: Godfrey Kanyenze

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Beyond the Enclave

Towards a Pro-poor and Inclusive Development Strategy for Zimbabwe

By: Godfrey Kanyenze

Beyond the Enclave sets out to unravel the contradiction of a country, Zimbabwe, where a rich, diverse resource base co-exists with endemic poverty. One reason lies in the colonial economy, which was predicated on an ideology of white supremacy, creating an enclave formal economy employing one-fifth of the labour force. Yet over three decades after independence, the non-formal segment has become even more entrenched. This book assesses Zimbabwe's economy through three main phases: 1980- 0 when a strong social policy framework proved difficult to sustain due to erratic growth, and 1991- 6, when "structural adjustment" demanded a market-driven approach to development. The third phase is characterized by crisis-management leading to policy inconsistencies and reversals. Not surprisingly, such incoherence saw the economy descend into hyperinflation and paralysis in 2007- 8, leading to the signing of the Global Political Agreement in September 2008. In the absence of formal dollarization, economic recovery after the adoption of the multi-currency regime has remained fragile, leaving an estimated 70 per cent of the population outside the banking system. This has further entrenched uneven (enclave) growth as the economy remains locked in a low-income poverty trap. There is a need to facilitate transition towards formality to promote decent jobs. Furthermore, a strategic, developmental role for the state in the economy is now widely recognized as vital for development. Beyond the Enclave argues for a new approach to development in Zimbabwe based on pro-poor and inclusive strategies, which will contribute to the well-being of all of its citizens and wise stewardship of its resources. It offers suggestions on policy formulation, implementation, monitoring and evaluation in all sectors, designed to promote inclusive growth and humane development.

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Page Count

548

Publisher

African Books Collective

Published Date

ISBN 10

1779221517

ISBN 13

9781779221513

More than Money

Five Forms of Capital to Create Wealth and Eliminate Poverty

By: Paul Godfrey

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More than Money

Five Forms of Capital to Create Wealth and Eliminate Poverty

By: Paul Godfrey

Is poverty inevitable? No, says author Paul Godfrey. More than Money shows how organizations can win the fight against poverty and create prosperity for people at the base of the pyramid in the developing and developed world. This book presents a novel framework that shows how five types of interrelated capital—institutional, human, social, organizational, and physical—enable development and sustainable growth. In addition to a widely-applicable model, Godfrey provides principles to guide application. Core chapters articulate each specific form of capital and provide examples of how it contributes to the triple bottom line. Not just a theoretical examination of poverty, More than Money delivers timely advice to organizations that produce goods and services, implement policies, and create meaningful change on the ground. This book will guide social innovators and entrepreneurs in business, government, and civil society settings as they create a vision, assemble a team of strong partners, and effectively measure social innovation.

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240

Publisher

Stanford University Press

Published Date

ISBN 10

0804789207

ISBN 13

9780804789202

JFK and LBJ

The Last Two Great Presidents

By: Godfrey Hodgson

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JFK and LBJ

The Last Two Great Presidents

By: Godfrey Hodgson

A firsthand observer weighs the achievements—and failures—of two fabled American presidents As a young White House correspondent during the Kennedy and Johnson years in Washington, D.C., Godfrey Hodgson had a ringside seat covering the last two great presidents of the United States, John F. Kennedy and Lyndon B. Johnson, two men who could not have been more different. Kennedy’s wit and dashing style, his renown as a national war hero, and his Ivy League Boston Brahmin background stood in sharp contrast to Lyndon Johnson’s rural, humble origins in Texas, his blunt, forceful (but effective) political style, his lackluster career in the navy, and his grassroots populist instincts. Hodgson, a sharp-eyed witness throughout the tenure of these two great men, now offers us a new perspective enriched by his reflections since that time a half-century ago. He offers us a fresh, dispassionate contrast of these two great men by stripping away the myths to assess their achievements, ultimately asking whether Johnson has been misjudged. He suggests that LBJ be given his due by history, arguing that he was as great a president as, perhaps even greater than, JFK. The seed that grew into this book was the author’s early perception that JFK’s performance in office was largely overrated while LBJ’s was consistently underrated. Hodgson asks key questions: If Kennedy had lived, would he have matched Johnson’s ambitious Great Society achievements? Would he have avoided Johnson’s disastrous commitment in Vietnam? Would Nixon have been elected his successor, and if not, how would American politics and parties look today? Hodgson combines lively anecdotes with sober analyses to arrive at new conclusions about the U.S. presidency and two of the most charismatic figures ever to govern from the Oval Office.

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289

Publisher

Yale University Press

Published Date

ISBN 10

0300180500

ISBN 13

9780300180503

Lines on a Paper Napkin

A Memoir

By: Gretchen Godfrey

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Lines on a Paper Napkin

A Memoir

By: Gretchen Godfrey

These are my lines on a paper napkin. Napkins are disposable. When no longer useful, we discard them. We too are useful and eventually go away. However, descriptions of past places and unusual and challenging events and funny, risky, and tragic episodes are flotsam that keep our essences in the life current of succeeding generations. This book coheres a riot of random chatter from my life, a life not boring or uninteresting, but a life pulsing with adventures. An examined life full of trials, trauma, fun, frolic, risk, sorrow, silliness, great joy, and worth telling for the inherent lessons. Eventually Ill forfeit my being; however, by putting my lines in a book, perhaps this life wont end up in a waste bin so quickly.

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137

Publisher

iUniverse

Published Date

ISBN 10

1450247776

ISBN 13

9781450247771

Weed Science

Cannabis Controversies and Challenges

By: Godfrey Pearlson

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Weed Science

Cannabis Controversies and Challenges

By: Godfrey Pearlson

WHAT DO WE KNOW ABOUT MARIJUANA AND HOW DO WE KNOW IT? Marijuana is the most frequently consumed illicit drug worldwide, with over 158.8 million users, according to the UN. Responding to public pressure, the US federal government is likely to legalize recreational marijuana within the next few years. With increasing numbers of people using cannabis both medically and recreationally there are many looming questions that only science can answer. These include: - What's likely to happen, both good and bad, if the US legalizes marijuana? - What are some simple, science-based rules to separate fact from fiction and to help guide policy in the highly contentious marijuana debate? - Exactly what is cannabis doing in the brain that gets us high? A journey through THC neuroscience - Does cannabis really have medical benefits - what's the evidence? - To what extent does cannabis impair driving? - Can smoking marijuana in adolescence affect IQ or risk for developing schizophrenia? - Is marijuana safe to use during pregnancy? - Reviews the endocannabinoid system and why our bodies are full of "weed receptors" - Introduces readers to the various forms of marijuana: flower, dabs, hash, edibles, shatter, vapes, tinctures, oils and synthetics, THC, CBD and terpenes. - Demonstrates how and why cannabis affects different people very differently. Discusses how MRI and PET scans can help show the effects of marijuana on the brain. - Discusses long-term effects of adolescent and adult cannabis use. - Examines the evidence for cannabis's role in increasing the risk for schizophrenia-like illnesses.

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Page Count

328

Publisher

Academic Press

Published Date

ISBN 10

0128181753

ISBN 13

9780128181751

Radios Niche Marketing Revolution FutureSell

By: Ashley Herweg,Godfrey Herweg

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Radios Niche Marketing Revolution FutureSell

By: Ashley Herweg,Godfrey Herweg

Radio's niche marketing revolution evolved to address the problems of market fragmentation. These problems are responsible for steep declines in traditional media revenues. Market fragmentation, happening in every market across the globe, has led marketers and media into the new era of niche marketing. Mass-marketing strategies are obsolete. Radio, cable (wired and unwired), and television are being forced to alter the way they present their products, promotions, and marketing strategies. FutureSell provides radio professionals with the advanced skills and systems to turn niche marketing into a profitable approach for their own stations. Your clients don't want to buy advertising period. They do, however, want to sell their products and services. Your advertisers' markets are also fragmenting. Cutting-edge companies now seek ways to learn their customers' smallest needs and cater to their customers' perceptions. Yet, very few businesses or ad agencies know how to conduct niche or one-to-one marketing. With the techniques introduced in this book, you can create new revenue streams while upgrading your largest advertisers. The ideas you'll encounter work for multi-national media conglomerates, stations in small markets, and duopolies in any market size. Owners, group heads, managers, salespeople, programmers, copywriters, and office staff will gain valuable insight to make their jobs easier and more productive. Radio people, ad agency executives, and advertisers will discover a money-making glimpse into the future.

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Page Count

286

Publisher

Taylor & Francis

Published Date

ISBN 10

1136026819

ISBN 13

9781136026812

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