American voters will be empowered by this revealing, behind-the-scene exposé of the marketing strategies and tactics political candidates use to win their hearts, minds, donations, and votes. Branding the Candidate: Marketing Strategies to Win Your Vote was written to empower voters to become sharper, more informed political consumers. It does that by taking a close look at political marketing strategies, especially those used by the Obama presidential campaign, which took marketing to a new level of sophistication. Specifically, the book discusses the creation of the Obama brand; how the Obama campaign used database-driven, political microtargeting and high-tech digital media to reach various market segments; and the campaign's development and implementation of new political fundraising techniques. The book also discusses how a candidate who is created as a "brand" must cope with the challenges of "brand management" once in power. Finally, the authors counsel voters on how to arm themselves against the branding and marketing techniques that will be employed by candidates in the 2012 election, and they reflect on what the widespread extension of these techniques to the political process means for American democracy.
An Eye-Opening Parenting Guide for Better Teenage Sleep “In this timely book, Lisa L. Lewis underscores why sleep is so vital for adolescent well-being and resilience and offers detailed, actionable tools for bringing about change.” —Arianna Huffington, founder & CEO of Thrive Global #1 New Release in Teen Health, Sleep Medicine, and Sleep Disorders In The Sleep-Deprived Teen, parenting journalist Lisa L. Lewis provides parents with the roadmap for more (and better) sleep for their teens —and perhaps even for themselves. Pick up this actionable guide for parents of exhausted teens. Teenagers are tired, strapped for time, and often asked to wake up far earlier than they should due to school start times. In The Sleep-Deprived Teen, Lisa L. Lewis, who helped spark the first law in the nation requiring healthy school start times for adolescents, has written a reader-friendly book for parents who want to help their fatigued teens and tweens sleep well. Learn the science of why teenage sleep matters and how sleep changes during the teen years. Poor sleep affects mental health, athletic performance, and academic success. It contributes to adolescent depression, anxiety, and even drowsy driving. On the flip side, when teens are well-rested, they’re happier, healthier, and more emotionally resilient. In The Sleep-Deprived Teen, you’ll find: The science of why sleep matters and how it changes during the teen years A synthesis of the research, including tips and strategies to promote healthy sleep habits and help teens avoid poor sleep patterns An essential primer on technology, and a look at how gender, sexual identity, socioeconomic status, and race and ethnicity can affect teenage sleep If you’ve read books like Parenting the New Teen in the Age of Anxiety, Generation Sleepless, or Inconvenient Sleep, then The Sleep-Deprived Teen is for you.
This unique text addresses the gap between journalism studies, which have tended to focus on national and international news, and the fact that most journalism is practised at the local level, where people live, work, play and feel most 'at home'. Providing a rich overview of the role and place of local media in society, Hess and Waller demonstrate that, in this changing digital era, the local journalist must not only specialize in niche 'place-based' news, but also have a clear understanding of how their locality and its people 'fit' in the context of a globalized world. Equipping readers with a nuanced and well-rounded understanding of the field today, this is an essential resource for students of journalism, media and communication studies, as well as for practising and aspiring journalists.
This issue of Surgical Oncology Clinics of North America is devoted to "Breast Cancer" and is edited by Lisa Newman, MD, of the University of Michigan. Expert authors in this issue review this topic in articles such as: Applications for Breast MRI; Lobular Neoplasia; Epidemiology of Breast Cancer; Percutaneous Ablation of Breast Tumors; Triple Negative Breast Cancer and the Basal Breast Cancer Subtype; Molecular Profiling of Breast Cancer; Surgical Leadership and Standardization of Multidisciplinary Breast Cancer Care; Neoadjuvant/Primary Systemic Therapy for Breast Cancer; Management of the Clinically Node-Negative Axilla in Patients with Primary and Locally-Recurrent Breast Cancer; Management of the Axilla in Patients with Node-Positive Breast Cancer; Prophylactic Bilateral Mastectomy and Contralateral Prophylactic Mastectomy; Advances in Reconstruction of Mastectomy and Lumpectomy Defects; Nipple-Sparing Mastectomy; and Breast Cancer Disparities.
Academic Writing, Real World Topics fills a void in the writing-across-the-curriculum textbook market. It draws together articles and essays of actual academic prose as opposed to journalism; it arranges material topically as opposed to by discipline or academic division; and it approaches topics from multiple disciplinary and critical perspectives. With extensive introductions, rhetorical instruction, and suggested additional resources accompanying each chapter, Academic Writing, Real World Topics introduces students to the kinds of research and writing that they will be expected to undertake throughout their college careers and beyond. Readings are drawn from various disciplines across the major divisions of the university and focus on issues of real import to students today, including such topics as living in a digital culture, learning from games, learning in a digital age, living in a global culture, our post-human future, surviving economic crisis, and assessing armed global conflict. The book provides students with an introduction to the diversity, complexity and connectedness of writing in higher education today. Part I, a short Guide to Academic Writing, teaches rhetorical strategies and approaches to academic writing within and across the major divisions of the academy. For each writing strategy or essay element treated in the Guide, the authors provide examples from the reader, or from one of many resources included in each chapter’s Suggested Additional Resources. Part II, Real World Topics, also refers extensively to the Guide. Thus, the Guide shows student writers how to employ scholarly writing practices as demonstrated by the readings, while the readings invite students to engage with scholarly content.
Each volume in the Early Detection and Treatment of Cancer Series is packed with practical, authoritative information designed to cover the full range of diagnostic procedures, including pathologic, radiologic, bronchoscopic, and surgical aspects. You’ll be able to determine the safest, shortest, least invasive way to reach an accurate diagnosis; stage the disease; and choose the best initial treatment for early stages. Based on current evidence in the literature, authors provide clinical, hands-on tools to help you make informed decisions on precisely what tests and imaging studies are needed to diagnose and stage each type of cancer. Practical, authoritative, and highly-illustrated, this volume in the brand new Early Detection and Treatment of Cancer series covers current protocols and the latest advances in diagnostic imaging and molecular and serologic markers for breast cancer. Apply expert advice on the best “next-step plan for different presentations and tips for less invasive protocols. Get clinical, hands-on tools to help you make informed decisions on precisely what tests and imaging studies are needed for accurate diagnosis and staging. Clear figures, tables, and boxes illustrate step-by-step care of the full range of problems encountered. The small size and convenient format make this an ideal purchase for diagnostic reference. Outlines the steps after diagnosis to guide you through formulating a treatment or patient care plan. Emphasizes important points—such as the promising new breast cancer vaccine, sentinel node biopsy, and hormone receptor tests—with “key points boxes at the beginning of each chapter and pedagogic features throughout. Summarizes the process of accurately diagnosing and staging cancer in a logical, almost algorithmic, approach for easy reference. Discusses the treatment of early-stage disease so you have clear options for care. Complements the procedures outlined in the text with full-color photographs and line drawings to reinforce your understanding of the material.
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