Green Books

By now most of us are well-versed in the statistical relevance of the baby boomer generation--including its size, wealth, and extraordinary influence on world events. In response, there have been no shortage of books studying every aspect of baby boomers and how to optimally market to them. However, most of these books fall short on explaining the values that define the boomer generation and how they distinguish them from other generations.

While Green's book is perhaps best used by the relatively small group of individuals who work in marketing departments, it is relevant to individuals considering setting out in new careers. A big part of launching a new business or transitioning careers is picking the right industry to move into ("all boats rise in a rising tide"). Even for those not in marketing nor contemplating a career change will find Green's book interesting if nothing else other than to better understand the world around us.

Of course the danger in talking about an entire generation is the necessary stereotyping that comes from aggregating otherwise individuals. Green has split baby boomers into two roughly equal groups, those born 1946 to 1955 (the "Leading-Edge Boomers") and those born 1956-1964 (the "Late Boomers"). Green focuses on the Leading-Edge Boomers but much is learned about both groups.

The book jacket promises to deliver:

"...all of the insights and strategies you need to achieve extraordinary business success as you determine what uniquely motivates Boomers and how to communicate with them in meaningful and mutually beneficial ways."

...and the book largely delivers on that promise. Green's anecdotes serve to support the points he makings and not as the foundation of them.

On a more personal note, I was interested in applying the book to LifeTwo and specifically in the way that we address the Leading-Edge Baby Boomer market. The section of "Baby Boomers at Midlife" seemed written for us. One of the attributes of midlife is an evaluation of one's life so far.

"Careers in crisis, mid-life economic shortcomings, unsatisfying marriages, waning physical prowess, and widespread boredom can foster musing daydreams about Vietnam protest marches, backpacking sojourns to Europe, bare-butt swimming parties, LSD mind trips, first love affairs, unfettered road trips, and Woodstock."

In other words, when hitting the midpoint of life, it's normal to reminisce. But when you were a member of the Sixties Generation, you might find yourselves remembering the idolized expectations that there held at that time for for a vastly improved world. Sadly and expectedly, most people's lives (not to mention society as a whole) ended up far short of the dreams of the Age of Aquarius. Adding political alienation and disenchantment to an otherwise troubling midlife transition and the result can easily be "restless stirring, the renaissance of experimentation, value conflicts, erratic behavior, role playing, depressive moods, grief reactions, and profound anxiety states."

That is not to say that the process is all negative. A reawakening (a "coming of age") can be a "harbinger of a more satisfying future." In Green's words:

Once again, it means honoring the nobler ideals of world peace, economic equality, egalitarian civil rights, human potential, and spiritual enlightenment. It means sharing a new, perhaps revitalized generational zeitgeist--that tenacious obsession with the perfectibility of the human condition. The stuff of truth."

[...].

I am a student of nonfiction books about baby boomers. Although I'm a member of so-called Generation X, my job demands that I stay on top of evolving thought leadership about boomers. Further, my two older siblings are boomers. In reviewing the reviews for boomer-focused books on Amazon, I've noticed something. The one-star critics of these books tend to be glib, lack depth in their analyses, and dismiss the books, not so much because of content, but because the books are usually sympathetic to the generation or perhaps more liberal ideologies. Let's face it: some people are furious at boomers. Their anger shows. To the contrary, Green's book is one of the best I've read on marketing to this generation, and one of my brothers -- also in marketing -- agrees. It's not just because Green offers a wealth of strategic and tactical insights, especially for those new to this market, but also because he adds texture with actual case studies and historical anecdotes. It's clear that this marketer and author knows what he's writing about as a practitioner, not just a pundit or academic. He informs and educates, but yet he tells stories that illuminate. Further, I also read his first edition, and he was ahead of the explosion of interest around boomers by at least two or three years -- light years in the marketing world.

This author has truly captured the essence of the values that distinguish boomers from other generations. What sets this book apart -- and makes it an important choice for companies and advertising agencies interested in the boomer market -- is Green's ability to articulate how boomer values and shared life experiences can be addressed through powerful cohort marketing communication campaigns. The book has several interesting hallmarks, including concise chapters that deal thematically with boomer values, case studies that reveal how these insights can be developed into effective marketing campaigns and a short story that adds artistic and evocative texture to the left-brain thinking driving most marketing campaigns. Because of his stanch defense of boomers, a generation popularly criticized in the media, the author will attract some critics who themselves harbor deep prejudices against boomers. This has been aptly demonstrated by one ascerbic review posted recently, lacking in depth or specificity. It's about time that someone stepped forward with a strident voice in defense of boomers, and particularly their economic and business importance.

The Baby Boom generation is characterized by its clear dominance of the popular culture of yuppie consumerism. Now members of that influential generation are entering their fifties with more disposable income than any previous generation. This new and expanded second edition of Marketing To Leading-Edge Baby Boomers: Perceptions, Principles, Practices, Predictions by marketing creative director, strategist, and copywriter Brent Green covers all of the insights and strategies necessary to successfully sell products and services to this now aging population. Readers will come to understand critical "bipolar metavalues" that influence Boomer buying decisions; learn how to select the right advertising media to achieve marketing goals; realize why and how mature audiences receive advertising messages differently; create advertising and marketing programs that transform a brand into a Boomer favorite; receive instruction on just how to plan and organizing "bandwagon" Boomer events and promotions, explore the opportunities for reaching Boomers through the Internet, and so much more. If you are marketing a product or service to the Baby Boom generation, then you need to give a careful and reflective reading to what Brent Green has to say about selling to the Boomers in today's highly competitive and frequently volatile marketplace.

...you'll never know what hit you.

Reaching Boomers looks easy, but it's not. Marketing executives, both young and experienced, make too many mistakes when trying to sell to Baby Boomers. Do it wrong, and this cash-rich market will totally ignore what you have to say.

In this book, Brent Green shows you how to get their attention and make them reach for their wallets.

OK- it's Perry's! Standard Perry's... there no phenomenal extra features... the packing is fairly nice though.. BUT the CD.. I cannot get the CD to self run- I can't get it to work period!!

If you are a Chem-E and don't own this book then you might as well kill yourself, or switch to mechanical.

The platinum edition is perfect - CD and hardcopy. While the CD doesn't replace the hardcopy it is very handy for it's portability and the accuracy of the 'active charts'.

The book is much more user friendly than the CD and if you can only afford one or the other then I'd recommend buying the book.

It can be quite difficult to find things on the CD version and it is slower than it needs to be as it always works off the CD drive (copying the CD onto the hard drive isn't an option).

great deal!
i recommend it for anyone

The hardcopy Perry's is a fun bedside table read for chemical engineers, and makes an excellent review manual. But it is bulky and heavy to lug around to labs or study rooms, and so the CD's that are part of this edition are first rate tools to load on your laptop so that Perry's tables and measurements in searchable format( the next thing to 'The Force' that there is a for chemical engineers) is aways with you. Excellent item, and fortunately Amazon had it at an attractive price. It is a bonus to also have the hard copy. Good item to have for your 3d year forward, and essential for grad students or working engineers.

These recipes are delicious and healthy. Also, the book is very easy to use.

I had purchase this book for a library collection and after seeing how great it was, I bought it for my mother-in-law.
I love this book. The recepies are easy and the salads are very good. The other good thing is that on the back, it has a section of only salad dressings. I strongly recommend this book.

This small book contains some wonderfully creative, new salad ideas. Many recipes arre accompanied by a photo - gives you something to aim for in your presentation! Who knew you could purchase a New Year's resolution?

This is by far the best cookbook I have used for everyday, healthy recipes. Every recipe is reasonably easy and they are all tried and true. They all work well...and for the silly reviewer who thought some were too oily or sweet??-they clearly don't follow recipes very well because I am a chef and these recipes ROCK! Thanks for a wonderful book with gorgeous photos!!

Raising the Salad Bar has become an irreplaceable stable for me. I have a very well worn and loved copy that is invaluable. This cook book along with a pair of wooden salad tongs has become my favorite gift to give my friends.
My favorite recipes are the Wheatberry and the Chicken Salad recipes. The Fried Tomato and Lobster salad are this side of outrageous! What I like best about this book versus other cook books I have is that these recipes tend to bring out the natural goodness and flavor of the main ingredients rather then mask them w/thick and oily dressings.
The recipes are easy to read. The instructions are straightforward and the end product is always gorgeously presented.

This is AMAZING! Fabman, as he is known to many, has outdone himself. Informative, well produced and worth every penny of the price. His book is a MUST have.

I could not put this book down! After 11 chapters i realized it was 12AM and i had to go to sleep. I was so insipired by the way in which the author explains how to take control not only your finances but of your life, health, family, and friendships. It is a very straight-forward approach to life as a whole and that to me is truly inspirational!

The Secrets of Wealth is an excellent resource on personal finance. But this is no boring textbook. It is actually written as a story (along the same lines as Rich Dad Poor Dad). Unlike Rich Dad, Poor Dad though, The Secrets of Wealth actually gives useful advice on how to achieve each step. Marciano breaks wealth building down to 10 secrets, and provides methods of implementing and using these secrets. The Secrets are revealed to the main character, David, by his mentor Mr. Mathers. Throughout the book are tips and techniques that anyone can use to improve their financial well being. The 10 steps aren't magical or difficult. Things like goal setting, investing, budgeting, and financial planning are nothing new, but Fabman gives you the knowledge and resources to actually achieve wealth. If this book cannot help you manage your finances, nothing can. Way to go Fabman!

This is a great book for beginners and intermediate-levels because it covers all of the basics in great detail. Unlike some get-rich books, this is more than just inspiration; it actually gives practical steps that are quite attainable for people who don't have much money. It gives information that is much needed by people who are in debt. Topics include planning, budgeting, building your investment portfolio (stocks, bonds, index funds, etc), getting out of debt, taxes, retirement plans (401k, etc), some real estate, and more.

This is the best book I have read on personal wealth and finance and I have read most of them out their. I highly recommend this book for getting your financial life in order.

The book is laid out in a story format that keeps you interested until the end wishing there was more(luckly there is as the author has just published his second book that I eagerly await). I could not put it down. The author does a great job of providing additional information along with recommended reading at the end of each chapter.

I just wish there was a book like this 5 years ago.... I highly recommend reading this title!

I bought this for my mom as part of her Christmas present this year and she can't stop telling me how much she's enjoying reading it. She has only recently discovered Miss Read and she tells me she can't get enough of the series. If you enjoy a provincial read, then Miss Read is the way to go!

I just love Miss Read! Her books are wonderful! Her characters are so believeable you feel that they live in your neighborhood. I read them once every year. It is my guilty pleasure! If you haven't met the inhabitants of Thrush Green and Fairacre then you are missing out.

I came across Miss Read's books by accident and have become addicted. They are the best treatment for stress I've discovered lately. Nothing ever happens in them, and yet they keep you engaged. I've read them out of order, which is not a serious handicap. Now that Nelly and Albert Piggot are reconciled, sort of, I'm trying to find which book tells how they ever married in the first place - what an odd couple! Fey Dotty Harmer and bluff Ella Bembridge and the batty Lovelock sisters are a hoot. If you don't require suspense and action in a book, you may enjoy these as much as I have.

If you are new to Miss Read books, you can start anywhere in any of the series and find pure enjoyment. If you wish to go to a place where life is friendly but with its ups and downs, where the characters become friends you will grow to love, and the descriptions are warm and inviting, then these are the books for you.
If you are a fan of Jan Karon books, then you are in for a real treat, as Jan's books are warm and inviting but nothing in comparison to Miss Read.
If you have had a stressful day, or feeling down or alone, or want some relaxing peace and quiet, then you must buy Miss Read. I have read all her books and all are wonderful with characters you will remember for years to come and yes, even find similar to people you know in real life.
So prepare for a cozy evening, grab a Miss Read book and prepare to have the time fly. One can't say enough about these books.
Thrush Green is only one beginning!

I've corresponded on and off over the last few years with Mrs. Dora Saint, our "Miss Read", and had the pleasure of speaking with her by phone one christmas.

i have all of her books, garnered from new and used book stores over the years, and truly love her special prose.

i received a card from her daughter today in response to one that i sent, congratulating Miss Read on the 50th anniversary of her first book, Village School. Her mother is still with us, but sadly is blind now in her 90s.

her final book was A Peaceful Retirement... I can only wish her the same.

I am 45 and I got this book (in german: das grüne Buch) as a gift when I was seven. I never forgot it. Once, when I was in 3rd grade, I took it to school and our (mathematics) teacher read it out loud during class. The teacher himself was touched by the book and came to me, and assured that it was a very fine book.

I appreciate both artists, Graves and Sendak.

Wish this book would be reprinted! I can't believe it's no longer available. Anything with illustrations by Maurice Sendak is great. It is suspenseful, with sly humor. I read it to many classrooms and kids loved it. Bring it back.

I had this as a child and I have looked for years to find a copy to give my niece and nephews. I know they are big readers and I wanted them to have the same experience I had with this book. It is one of the fondest memories of my childhood and I will not give up the hope of finding a copy.

I loved this book and have never forgotten it. I remember it as a book that you would read while sitting in a secret place on a rainy day. It was very much like having a secret friend. I wish it was back in print - a big, green hardcover book.

This is truly a wonderful book. I notice it is being reprinted in Spanish, but not in English. Publishers take note and bring this charming book back!

The Carbon War is aptly titled - it shows that the rough and tumble politics of global warming is actually a type of war, one fought with political weapons in the finest (or worst) Machiavellian approach using deception, lies, abuse of power, money, and any other means of gaining the desired goal. Although both sides in the debate (big business and governments beholden to big business versus environmental groups) resort to various machinations and deception to promote their agendas, as this book clearly demonstrates from a personal eye-witness (of one who was "in the trenches"), the big business consortium is much more guilty of lies, corruption, and blatant mis-use of power than the environmental side. One reason may simply be that the traditional energy industry (petrochemical and coal) fear they will lose significant amounts of money if they change the way they do business.

This book would be interesting to read in about 100 years. If things do not go well with mitigating climate change, the book could serve as an indictment of the guilty parties. If things do go well, people could say "I'm so glad governments didn't listen to those energy companies".

Easily five stars. Also, unfortunately in some ways, a very eye-opening look at the way international environmental politics is conducted. It probably goes without saying that many large energy companies really do not care about what is right for the average human, they only care about what is right for their shareholders. If you are still undecided on whether or not global warming is real, or is an issue you should be concerned about, and you receive conflicting information, keep in mind as you decide who is most likely to more truthful - the side trying to keep the planet livable, or the side with the most money to lose?

(Second Review one week later, same Reviewer): Title of Second Review: Casualties High in the Carbon War.

Jeremy Leggett has written a fascinating first-person account of an environmental organization representative's front row seat to the battle waged during the development of the Kyoto Protocol. As others have stated, politics is really a type of blood sport, with the winners left standing and everybody else dying or wounded. As Mr. Leggett points out, the real casualties are the truth and the average person. Huge amounts of money are at stake in any plan to reduce greenhouse gas emissions, and most plans will create new winners in the changing market, and also will create new losers. No existing company wants to be one of the losers, and they will do everything in their power to maintain the status quo. If you aren't already suspicious of the petrochemical energy business, you probably will be after reading this book. (Note: Large energy companies do not necessarily have your best interests in mind.)

Jeremy Leggett's "The Carbon War" is the story of how the Kyoto Protocol of 1997 came about, and how companies in the business of thermal fuel (coal, oil, gas) - Leggett calls them the "Carbon Club" - tried to derail the process of setting enforceable goals for lowering greenhouse gas emissions. It is also the story of how self-interest, not surprisingly, overrides the general interest; how the United States, home to some of the largest oil and gas multinationals and the world's premier carbon dioxide emitting nation, sided with the Carbon Club; how Australia, the world's largest coal exporter, joined forces with the United States.

The Kyoto Protocol will come into force on 16 February 2005. It has been ratified by more than 55 of its signatory countries. The United States, led by George W. Bush, however, walked out on the agreement in March 2001.

The fact of global warming is hardly disputable. The five hottest years recorded since 1880 were 1998, 2002, 2003, 2004 and 2001, with 1998 having been the hottest. Whether the warming effect is man-made is still subject to discussion. But a full three quarters of scientists working in the field of climate change make the burning of fossil fuels responsible for the recorded increase in temperature.

The emission of carbon dioxide could be easily reduced if power could be economically generated by photovoltaic solar energy (PV). However, Adam Smith's invisible hand won't do the job in this particular case. It is a Catch-22 situation because PV will only be economically viable if the PV cells are mass-produced, but they are not mass-produced because people can't afford today's expensive PV products. This is a situation where government would have a proper role to fulfill - to jump-start a process that would help the common good where the mechanics of the market do not work. But unfortunately most governments do not care to do that.

Already in 1997, Leggett notes, "every country had its companies lost in skepticism about climate change. But in the USA the scale of the collective denial was unique." (264) Eight years later it is not much different. This denial comes at a cost, though. Not only the cost of becoming more and more isolated from global trends and losing the moral authority the USA enjoyed after Roosevelt and Truman established the country as a world power, but also an economic cost. State of the art ecological cars that really sell are not made by GM or Ford these days, but by Japan's Toyota. World-class oil companies with a comprehensive environmental policy are not ExxonMobil and ChevronTexaco of the US, but BP and Shell of Europe.

Jeremy Leggett, by the way, founded his own company to promote and sell PV technology after he realized, with a certain bitterness, that his lobbying efforts to get emission limits agreed were not getting anywhere.

For a geologist Jeremy Leggett is a suprisingly good writer. As described in the previous reviews he details some of the history leading up to the Kyoto accords and provides insight from the participants perception. The meetings, the debates, the radio and TV interviews are all here. You will also read about all the tension and conflict that this global problem with its immense economic immplications brings to a head.

This book is mainly about the politics of the world climate change policies and does not have very much content regarding the science of climate change. I would have liked to see more of the science and perhaps a bit less of the details of meetings after more meetings. If you want to learn more about the science I would recommend Spencer Weart's The Discovery of Global Warming and John Houghton's Global Warming: The Complete Briefing. If you want to read about the war between Exxon,big Coal,corporate media, and environmentalists, scientists, and the countries that are first in line to suffer from the consequences of global warming this is your book.

Many authors, in meticulous science journalism style, write good environmental science and policy books that are worth reading.

Jeremy Leggett's "Carbon War" is an outstanding contribution from the front lines. A journal from a key player in the carbon war, with insights on other key players on all sides.

Leggett puts you at the international summits, to witness the best and worst elements at work. There are many books that will inform you on global climate change issues (and some that will intentionally disinform you). But few, if any, let you peer into the international efforts (and counterefforts) to deal with climate change like the "Carbon War."

The author participated as an NGO spokesperson at many international meetings about CO2's contribution to climate change. His chronological treatment imposes order on the confusing, repeated climate prep meetings and negotiations of the 1990s. It was very helpful to read an unapologetic, informed account of these negotiations, replete with the hope & despair many felt about the participation of U.S. negotiators 1992-2000.

I bought it for my husband for his birthday, then proceeded to read it night after night until it was done. Leggett's first person accounts engaged and entertained me, and I admired his ability to switch between his memories of his own involvement and his descriptions of the state of science and policy at a given time. The sketches of the opposition always were worth reading, and I kept wondering whether he'd ever get really mean.

As a coda to reading the book, one could visit the website of OPEC to read their short policy statement on global climate change; see their FAQs number 20, an interesting read.

If you like white water rafting, this is a wonderful book about the birth of white water fun.

Anyone remotely interested in white water rafting will thoroughly love this book. Buz Holstrom was a true Maverick in the sport. The authors bring him to life through their wonderful narrative and easy writing style. He is truly an individual that was remarkably talented in his boat building and navigational skills. This book left me wanting more of Buzz Holstrom and wishing he were still around to tell us more about his short remarkable life.

The legendary Buzz Holmstrom was a more complex figure than I knew. His journal entries express the feeling of all who really love rivers and the famous entry that includes "the doing of the thing" should be read on every river trip.
This is the second Brad Dimock book I've read (the other on Bert Loper) and I am impressed with not only his skill as a writer, but his careful research. His handling of the tragic end to Buzz Holmstrom's life was that of a journalist with a sense of humanity.
I've already loaned this book to friends.

Even today, with rescue not so far away, few of us would have the nerve to go down the Colorado River through the Grand Canyon alone, so imagine the nerve it took when Buzz was totally alone, with no chance of help if he made a mistake. But the most amazing thing about Buzz was that in the midst of an adventure that would leave most people totally preoccupied with survival, Buzz had the soul power to look for and see the poetry in the river and the canyon. Merely knowing how to survive can be much easier than knowing how to live.

I remember years ago when I was a kid a story my father told me about an amazing river rafter and boat builder. My Dad grew up in Coquille and went to school with Buzz's younger brother. His story always ended with how Buzz had been on a rafting trip in eastern Oregon and went off and committed suicide. I could never understand how someone who had done the amazing things he did could end his life on that note. I thought about that story many times over the years and always wished I knew more. This book is incredibly well researched and documented. Even though many questions were answered, many more were raised. Such was the enigma that was Buzz Holmstrom.

THIS IS THE STORY OF THE NEW YORK JETS, HOW FAILURE AFTER FAILURE HAS FILLED THEIR HISTORY. THIS STORY DESCRIBES IN GREAT DETAIL THE FEW SUCESSFUL SEASONS AND THE MANY DISAPPOINTING AND TOTALLY PAIN FILLED ONES. THE AUTHOR DOES A GREAT JOB DESCRIBING AND INTERVIEWING THE PEOPLE WHO WERE DURING THESE DISASTEROUS TIMES. FROM WEEB AND JOE TO THE COMING OF THE TUNA, THIS BOOK HELD MY INTEREST AND I HIGHLY RECOMMEND THIS FOR ALL FOOTBALL FANS, I FEEL THE JETS PAIN.

This is a well-written history of the New York Jets. It covers the one great accomplishment (Super Bowl III) and the many failures and disappointments. As a fan you love the team and always get your hopes even though you know they will dash them in the end. This book covers those emotions well.

Gerry gave a very honest account of the New York Jets.

You'll enjoy the stories of the early years. Recounting the selling of season tickets from the apartment of one of the original owners, Walt Michaels finding a "good practice field" while flying home from a game (it was located on the grounds of a NYC prison), the press' examination of Joe Namath's knee in the restroom of a local restaurant and many others.

Those who were at that dreadful Miami comeback at the Meadowlands in 1994 will relive that sick feeling in the pit of their stomachs.

Parcells has come and gone and we still don't have another appearance in the Super Bowl. This book might expain why.

But we return each season with high hopes of reaching the big game. Reading Mr. Eskenazi's book will remind all of us of the pain we go through to have some fun on a sunny Sunday afternoon in the Meadowlands (NJ).

Well written, exciting and very difficult to relive all the abysmal moments in Jets history. END

Along came Bill Parcells and New York thought its troubles were over. Last year we were a half hour from the Superbowl and now we're in the cellar again. If you find yourself scratching your head and asking why. This book has the answers--the history of the Gang Green struggle and where we went wrong.

This is an excellent book to read before surgery and to look at during recovery!! WONDERFUL!

I agree, every orthopaedic patient should leave the hospital with this book! My only wish is that I'd had it sooner after discharge. Helps with topics other titles just don't cover, like flying while disabled, etc.

Much of the book is dedicated to getting around on crutches. Under "Fitting of Crutches" Pryor states "All too frequently crutches are fitted improperly - generally too long - even by trained personnel." This is exactly what happened to me. I was nearly falling off the crutches every "swing-through" step. I fitted the crutches per instructions. By the next day I had the swing-through step down. By the next week I was successfully practising "non-weight bearing" stair climbing. This made a huge difference to me as my bedroom is on the second floor and the kitchen and living room are on the bottom floor. The detail of the book is wonderful for doing things the first (few) times. Keep re-reading. All that detail makes perfect sense when you are learning. Some of the hints are counter-intuitive and this saves you the trouble of doing it wrong or getting discouraged and giving up. I really wish the hospital had given me this book.

This book actually delivers on what it promises: extremely practical and helpful advice for post surgery or injury. Things you never even think of are presented in a clear and well thought out manner. Do yourself a favor and get it BEFORE you go to the hospital.

I've bought this and other books regarding knee rehab etc. and found this one is great if you want to find out how to maximise the use of critches after your surgery. There is very little information on what you need to do for rehab.

If your looking for a book to help you get about on crutches after surgery, it covers every thing from climbing stairs to driving!, try this one.