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If you've been looking for one book on the .NET Compact Framework that will teach you everything you need to know, look no further--this is it!--Derek Ferguson, Chief Technology Evangelist, Expand Beyond Corporation Whether you are an architect, developer, or manager, Building Solutions with the Microsoft .NET Compact Framework is your guide to creating effective solutions for mobile devices with .NET. Authors Dan Fox and Jon Box walk you through four essential architectural concepts and programming techniques, using extensive examples and code listings to show you how to develop more robust mobile development projects. The book briefly describes the context, architecture, and features of both the Framework and Smart Device Programmability (SDP). The heart of the book is its in-depth coverage of key architectural concepts, including local data handling, remote data access (RDA) architectures, robust data caching with SQL Server 2000 Windows CE Edition 2.0 (SQL CE 2.0), and synchronization options. The focus then shifts to localization, security, and deployment, and the final chapter steers you away from potential pitfalls. You will find helpful pointers to further resources throu

• Sales Rank: #3529987 in Books
• Published on: 2003-11-07
• Original language: English
• Number of items: 1
• Dimensions: 9.00" h x 1.00" w x 6.90" l, 1.27 pounds
• Binding: Paperback
• 400 pages

From the Back Cover

“If you’ve been looking for one book on the .NET Compact Framework that will teach you everything you need to know, look no further—this is it! Jon and Dan do a wonderful job of covering this content, so that readers are sure to find much enlightenment within these pages.”

—Derek Ferguson, Chief Technology Evangelist, Expand Beyond Corporation

“While many technical books focus on API details, this book covers architectures and best practices. It highlights the special concerns for .NET mobile development. It is an excellent book for experienced .NET developers who want to transfer their skills to the red-hot mobility arena.”

—Michael Yuan, University of Texas at Austin

“Moving to the .NET Compact Framework is about to become much easier with the aid of this book. The samples and supplied utility code will help you get a running start on your own mobile development projects.”

—Kent Sharkey, Program Manager, MSDN

“This book is the starting place for development on devices using the Microsoft Compact Framework. Whether you are doing business or commercial applications, this book is the resource to kick-start your journey into mobile development.”

—Stephen Forte, CTO, Corzen, Inc.

“The .NET Compact Framework brings the power of .NET programming to mobile devices. Dan and Jon’s book is an excellent resource to help build your programming skills in the mobility area.”

—Kevin Lisota, Product Manager, Mobile Devices Division, Microsoft Corporation

“Mobile applications are truly a new class of applications and having feature-rich development tools and infrastructures like VS .NET and the .NET Compact Framework is only half the battle of learning to build them. It’s great to see Dan and Jon apply their in-depth knowledge of the .NET Compact Framework to cover the important topics that everybody learning to build mobile applications should understand.”

—Craig Neable, .NET Evangelist, Microsoft Corporation

“Mobile solutions and their development present new challenges for enterprises, especially with disconnected/synchronization scenarios. Leveraging best practices and planning mobile development properly are essential to the successful implementation. Building Solutions with the Microsoft .NET Compact Framework provides a solid introduction to mobile development and best practices. It is a great resource for experienced architects and developers who are new to mobile solution development.”

—Steve Milroy, Solutions Director, Mobility and Emerging Technologies, Immedient Corporation

Whether you are an architect, developer, or manager, Building Solutions with the Microsoft .NET Compact Framework is your guide to creating effective solutions for mobile devices with .NET. Authors Dan Fox and Jon Box walk you through four essential architectural concepts and programming techniques, using extensive examples and code listings to show you how to develop more robust mobile development projects.

The book briefly describes the context, architecture, and features of both the Framework and Smart Device Programmability (SDP). The heart of the book is its in-depth coverage of key architectural concepts, including local data handling, remote data access (RDA) architectures, robust data caching with SQL Server 2000 Windows CE Edition 2.0 (SQL CE 2.0), and synchronization options. The focus then shifts to localization, security, and deployment, and the final chapter steers you away from potential pitfalls.

You will find helpful pointers to further resources throughout, and a companion Web site includes the source code and links to more information.

This book can be read cover to cover or the focus can be narrowed to key points of interest. It can also be used as a reference, with answers to questions such as:

• When should you architect and build your applications using the Compact Framework and SDP? Chapter 1
• What factors besides cost should you consider when planning your company's first Smart Device application? Chapter 4
• Can RDA allow SQL CE to interact with database products other than SQL Server? Chapter 7
• How should you handle differences in time zone for users of a world-ready application? Chapter 8
• How can you overcome the Compact Framework's inability to marshal complex objects within structures? Chapter 11

Both comprehensive and concise, Building Solutions with the Microsoft .NET Compact Framework shows you how to bring the power of .NET to your mobile applications.

About the Author

0321197887AB07242003

Excerpt. © Reprinted by permission. All rights reserved.
A Brave New World

The last three years have been exciting times for architects and developers. Microsoft, in the spring of 2000, first announced a vision for computing termed Next Generation Windows Services (NGWS), which in February of 2002 materialized as Visual Studio .NET (VS .NET) and the Microsoft Windows .NET Framework. These products brought object-oriented programming to the world of Web development and helped mainstream the paradigm of connected applications using XML Web Services.

However, it could be argued that the biggest boon for developers working with Microsoft development tools such as Visual Basic 6.0 (VB), Visual Interdev, Active Server Pages (ASP), and Visual C++ was that the introduction of the .NET Framework unified the programming model. Now, developers could use a common Integrated Development Environment (IDE), core languages, and tools and reap the benefits of rapid application development (RAD) programming inherent in VB, Web server applications with ASP, and powerful object-oriented development with Visual C++. This unification created opportunities for developers to extend their skills into new application areas by leveraging a core set of class libraries tied to a runtime engine and development environment.

Fast-forward a little more than a year. Microsoft has now built on the foundation laid by v1.0 of the Windows .NET Framework by releasing v1.1 and Visual Studio .NET 2003. In this release not only has Microsoft consolidated features released after the initial release to manufacturing (RTM), including ADO.NET Data Providers for ODBC and Oracle, Visual J#, and ASP.NET Mobile Controls--formerly the Microsoft Mobile Internet Toolkit (MMIT)--it has further expanded the reach of developers by including the Compact Framework and Smart Device Projects (SDP). These two together allow developers familiar with the desktop Framework to use the same core languages (VB and C#), runtime engine, and IDE to create applications targeted to smart devices, such as the Pocket PC 2002.

But with this increased opportunity come additional challenges for architects and developers. The key is to understand not only the nuts and bolts of the technology, but how and in what scenarios to apply it when building solutions. This is the reason we wrote this book, and we hope the reason you've decided to read it. That is also why we strive in each section to provide the big picture in order to give you enough technical information to understand the challenges and techniques that can be used, while not getting bogged down in every last detail of implementation. For this reason, you'll notice that we rely heavily on short code snippets, listings, and pointers to other resources.

A Note about Audience

As mentioned in the previous section, we've written this book with architects, technical managers, and developers working in the corporate world in mind. Because these three roles often have a large diversity of skill sets, there may be parts of the discussion that are too detailed for some readers. If you find this to be the case, we urge you to rely on the executive summaries at the beginning of each chapter, which summarize key chapter points. We also recommend looking for the key point icons in the margins. These icons indicate special considerations or, as the name implies, key points that we don't want you to miss.

For other readers the code snippets and listings may leave you wanting more. This is good and done by design; for this reason at the end of each chapter we've included a "Related Reading" section that discusses chapter topics in greater depth. Because some of the entries in the "Related Reading" sections necessarily refer to Web sites, keep in mind that links may change, and you may need to search for the article title, rather than using the address provided. For your convenience, we've placed the links on our site at http://atomic.quilogy.com/cfbook and will do our best to keep them updated.

When considering the skill sets of developers and technical managers reading this book, we specifically had in mind (1) desktop Framework developers and managers who are now embarking on building smart device solutions, and (2) embedded VB developers who are now moving from eMbedded Visual Basic 3.0 (eVB) to the Compact Framework. As you can imagine, the needs of these two groups are inverse to one another. The former require little in the way of managed code and Visual Studio guidance, but more coverage of issues related to developing for mobile devices. The latter are already familiar with building solutions that include mobility but require information on Compact Framework specifics. Because satisfying both audiences is difficult, we've tried to walk a line that balances the two views without leaning too heavily in either direction.

Language Choice

One of the great benefits of working with the .NET Framework is the freedom to work in the language of your choice. This is an inherent benefit of working with code that is compiled first to an intermediate language and then finally to machine code at runtime.

Although the Compact Framework restricts this freedom somewhat through its support for either C# or VB .NET, applications written in either are functionally equivalent and on a par in terms of performance. And as with the desktop Framework, the class libraries that ship with the Compact Framework are the truly interesting part of the product because they encapsulate the functionality that developers will use. All the class libraries are accessible from either language, and so, learning what they have to offer, rather than language-specific syntax, is the key to building both desktop and Compact Framework applications.

For these reasons you'll notice that we included code snippets and listings in one of the two languages (not both, although rest assured that it is possible to translate any C# code to VB .NET and vice versa), although VB .NET is used more frequently to reflect the likelihood that a majority of eVB developers will choose to use VB .NET over C# because of its similarity to the syntax they are familiar with.

The Scope of This Book

This book is organized into three parts: The PDA Development Landscape with the Compact Framework, Essential Architectural Concepts, and Additional Programming Considerations. Each of the parts varies in length, with Part II, which describes the central architectures for handling data, being the largest and consisting of four key topics in five chapters.

The PDA Development Landscape with the Compact Framework

The first part of this book consists of Chapters 1 and 2 and lays the foundation for architecting solutions using the Compact Framework. The goals of these chapters are to put the Compact Framework in the context of mobility (Chapter 1) and to explicate the architecture and core features (Chapter 2) of the Compact Framework and SDP.

Together these chapters are written so that architects and developers will gain an understanding of how the Compact Framework is positioned and why you might want to develop solutions using this technology.

Essential Architectural Concepts

The part on architectural concepts is broken into four key topics that architects and developers typically need to address in their solutions:

Local data handling. Business solutions that are written using the Compact Framework will typically need to be able to handle relational, file-based, and XML data in order to display it to the user. Chapter 3 addresses this need by discussing how applications can access local data using the support in the Compact Framework for processing XML, reading and writing to files, and using ADO.NET. The techniques in this chapter apply to handling disconnected data, as well as data downloaded from a remote source.

Remote data access (RDA). Business solutions also have the need for accessing data over the Internet or on corporate networks. Chapter 4 addresses this requirement by discussing various architectures for accessing remote data including XML Web Services, sending HTTP requests, low-level networking using sockets and infrared standards developed by the Infrared Data Association (IrDA), and accessing Microsoft SQL Server 2000 remotely. The techniques in this chapter apply to connected scenarios.

Robust data caching. Chapter 5 discusses how applications can cache data locally on a device using SQL Server 2000 Windows CE Edition 2.0 (SQLCE 2.0). Most of the discussion will focus on the uses for and features of SQLCE 2.0 because it has many advantages over simply caching data through the use of files.

Synchronization. Finally, Chapters 6 and 7 discuss ways in which data can be synchronized, including a discussion of simple synchronization with a host PC using ActiveSync (Chapter 6) and following with the RDA and merge replication features of SQLCE 2.0.

Of course, all of these topics reflect the centrality of data access. This is no coincidence, because architecting and developing business solutions involve, in large measure, moving data around, editing it, saving it, and synchronizing it. As a result, in our discussion of the third and fourth concepts mentioned here, we focus considerably on SQLCE 2.0 and how it can be used with the Compact Framework.

This book does not address architecting solutions using Microsoft ASP.NET Mobile Controls (formerly MMIT)--a set of ASP.NET server controls that enables the development of Web applications for a variety of mobile devices--because there are other good resources already available and because the kinds of applications developed with Mobile Controls are fundamentally different from those developed with the .NET Compact Framework.

Additional Programming Considerations

The third part of the book consists of three topics that most mobile solutions will need to address: localization, security, deployment, and developer challenges.

Chapter 8 addresses how Compact Framework applications can be architected to adapt to devices running in different geographies. Chapter 9 is dedicated to the various techniques for securing both the device on which the Compact Framework code runs as well as its data. Chapter 10 discusses techniques for deploying Compact Framework solutions. Finally, the book concludes with a single chapter that discusses some of the challenges developers will face when building solutions with the Compact Framework. Many of these challenges relate to implementing features that are not directly supported by the Compact Framework or that are somewhat difficult to grasp at first.

Final Words

In addition to our consulting and teaching activities, we write technical articles (including some on the Compact Framework) for our Web site at http://atomic.quilogy.com. We encourage you to check out the site and hope you'll use it as a technical resource.

In the end our hope is that you will feel the time and money invested in this book have been worth it because you have taken away important concepts and techniques that you can apply as you build great solutions using the Compact Framework. If you have questions or comments, please feel free to e-mail us at atomic@quilogy.com.

Dan Fox
Shawnee, Kansas

Jon Box
Memphis, Tennessee

October 2003

0321197887P10212003

Most helpful customer reviews

12 of 13 people found the following review helpful.
Great book for technical managers, not for developers
By Daniel Moth
This is a well written book with a nice overall structure and easy-to-follow language. Each discussion starts with an executive summary and ends with references to other resources for further reading, thus making it a very straightforward read. I will not enumerate the subjects covered, since you can do that by looking at the contents table.
Although the title tells us this is a .NETcf book, you should pay attention to the subtitle, as the topics of architecture and general advice on mobile development are also covered at considerable length. This may or may not please you, depending on your role. For example, the chapter on security includes general theoretical principles on the topic but omits examples of using the Cryptography API. We notice this in other parts of the book, and in fact the first chapter is a pure retrospection into the history of mobile devices as supported by Microsoft. Add to my previous comments that the book is only 350 pages long and the fact that there are no complete/end-to-end code examples, and you can see why it is not aimed at programmers. To be fair, the authors don't hide this and they state in their preface that the target audiences are technical managers and architects.
Like anything that goes to print, there are some errors including: the recommendation of using ResEditor (it simply does not work with the CF); the suggestion that C# is 100% compatible between desktop and compact frameworks (what about `volatile'?); and the claim that the class loader ignores the build & revision number (or that for private assemblies the version number is not consulted), which is not true. Overall, though, the content is correct and for technical managers this is probably the best book on the subject (but certainly not for developers). Finally, a small note that there is no mention of SmartPhone 2003 since the writing must have been completed prior to its launch (or indeed prior to CE 4.2).

5 of 7 people found the following review helpful.
Two Heavy Hitters write a great book
By William G. Ryan
As an avid Compact Framework enthusiast, I buy every book on the CF that I can find. As you may be aware, there aren't a whole lot of them out there, but they are all really good. This one is no exception. If you do much with .NET, then you probably know these authors already, and they lived up to their reputations with this one!
Why would you want this book? Well, most importantly it really explains the Why's of Compact Framework development. There really are a lot of considerations and while the CF is very similar to the full framework, there are a lot of differences. As a developer, this book thoroughly explains what you are getting into and how to avoid many common mistakes. However, even if you are a non-technical person this book will prove to be a great asset if you are involved in decision making. After all, who wouldn't want a mobile presence for their company? Well, like everything else, it comes with some strings attached. In most instances they are trivial compared to what you get. In others they may not be. Architectural considerations are critical because you are dealing with limited battery life, smaller processors and memory and reduced real estate. It's also a lot easier to lose a PDA than it is a desktop and since many of the advantages of using Handhelds are only realized when you have wireless access, issues like bandwidth and security can make or break any mobile initiative.
I think the best part of this book is its theoretical focus. It's very easy to run off and start coding, forgetting architectural concerns. In these instances, many find that getting a great little app that works great in a test environment isn't so good once you get it into production. This book can help you minimize the chances of that happening. Furthermore, it gives you a very sober perspective on what you will need to deal with. Due to the fact that the CF has only been commercially released for under a year, and PDA development hasn't been a practical reality for more that a few years, there just isnt' that much literature out there. And this book's focus on architectural issues and HOW TO Deal with them effectively will prove how hip the authors really are.
I've been really impressed with the recent direction of AW and they've been pumping out some really great titles. Couple a good publisher with some really informed and talented writers and you have a winner. Undoubtedly, this book is a winner.

0 of 0 people found the following review helpful.
A great book that will help you on your next mobile project
By Rob Tiffany
The Fox and Box dynamic duo have created a wonderful book that really explains how to be sucessful with your Compact Framework projects. The chapter on Localization saved me a lot of time when needing to make a large-scale Compact Framework application world-ready for a current client. This chapter alone is worth the price of the book. Go get it!

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[L956.Ebook] Ebook Free On Christian Doctrine and Practice, PPS 47 (Popular Patristics), by Saint Basil the Great, Mark DelCogliano

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As a priest and then bishop, Basil of Caesarea devoted sophisticated treatises to the Trinity and to articulating his vision of the Christian life. In his homilies Basil distilled the best of his moral and theological teachings into forms readily accessible to his flock and now to us. During his lifetime, Basil was recognized as one of the foremost rhetoricians of his day a man supremely skilled in the art of speaking, instructing, persuading, and delighting at the same time. These rhetorical skills are on full display in the eleven Moral Homilies translated in this volume, seven of which appear in English for the first time.

• Sales Rank: #821372 in Books
• Brand: Brand: St Vladimirs Seminary Pr
• Published on: 2013-02-01
• Original language: English
• Dimensions: 7.50" h x 5.25" w x 1.00" l, .75 pounds
• Binding: Paperback
• 324 pages

Features

• Used Book in Good Condition

About the Author
Mark DelCogliano teaches at the University of St. Thomas in St. Paul, Minnesota. He has published numerous translations of patristic works, including Basil s Against Eunomius.

Most helpful customer reviews

5 of 5 people found the following review helpful.
Great translations with introductions
By ZF
Especially for those who are interessted in Basil there are several homilies translated into English for the first time.
There is also a general introduction and an introduction to each homily which is superbly done and very helpful to make sense of what you are reading.
I got the book as I am interested in Basil's Trinitarian doctrine and exegesis. There were several homilies which were a must read.
DelCogliano, as in his translation (with Radde-Gallwitz) of Against Eunomius, did a wonderful job making the writings of Basil accessible to us.

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For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here, author DouglasVan Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ;and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.

• Sales Rank: #315270 in eBooks
• Published on: 2012-11-13
• Released on: 2012-11-13
• Format: Kindle eBook

Review

"A provocative approach that should give pause to consumers as well as marketers." - Kirkus Reviews

"Doug has been an instrumental strategic guide for transforming and redefining the Volkswagen brand. The behavioral insights and the rationale for why people act as they do - uncovered in his book - have had a profound effect on how we communicate and behave, helping the brand achieve the highest market share in thirty years. I would recommend this book to anyone who wants to truly understand how to craft communications that will truly resonate." - Justin Osborne, General Manager, Marketing Communications, Volkswagen of America

"Unconscious Branding brings the power of neuroscience to marketing in a way that is both intuitive and revelatory. It's an invaluable resource for any marketer." - Matt Jarvis, Partner and Chief Strategy Officer, 72andSunny

"Drawing upon the insights of behavioral science, Van Praet provides a seven-step, behavior-modification procedure--Useful insights that should benefit marketers big and small." - Publishers Weekly

"Doug Van Praet knows what's going on in your mind better than you do. This is the only book that finally provides a useful 'how to' when it comes to applying neuroscience to marketing. We're using it. It works." - Mike Sheldon, CEO Deutsch LA

"There are many researchers in advertising who can study a campaign and tell you what happened. There are precious few who can tell you why. Doug Van Praet is one of them." - Eric Hirshberg, CEO, Activision Publishing

About the Author
Douglas Van Praet is executive vice president at Deutsch LA, one of the nation’s hottest ad agencies, where his responsibilities include group planning director for the iconic, highly acclaimed and coveted Volkswagen account.

Most helpful customer reviews

47 of 49 people found the following review helpful.
Buy This Book
By D. Ward
I teach introductory marketing to new small business owners. I have always taught that each buying decision has an emotional component. But after reading this book, I now see more clearly how the subconscious mind and emotions play in the decisions we make. As the author states (p63) "Emotion moves people to buy."

Pros: Nice progression of thought.
Pertinent stories and examples to prove his key points.
7 steps to behavior change - builds his case well for each point. (If you follow these steps you can build a strong marketing campaign for your product or service).
I watched the videos he used as examples. Go on You Tube and watch them. They will make an impact on you and influence how you will build future marketing strategies. The videos help reinforce the content of the book.

Cons: The book bogs down when the author presents technical and psychological details to build his case. I thought that the foundational information was too detailed. Overkill on proving his points.
Only used national brands to demonstrate his points. I would have liked to seen more examples for the small business community.

These quotes particularly stuck out to me:

P 62 - The more emotionally charged, the more likely your brand will stick out or break through the clutter, forcing people to notice your message.
P 87 - The process of decision-making behavior is led by the heart and followed by the head.
P 101 - The human brain is fundamentally attracted to what is different. If it were not, we would never learn.
P 110 - We need to remind ourselves that we all are in the business of buying and selling good feelings.
P 161 - Promise a better life, not just a better product

Book is so detailed that it has to be read more than once to gain full impact. If you are in the business of marketing this is a must read book.

22 of 24 people found the following review helpful.
A Must Read for Those Interested in Consumer Insights
By Amazon Customer
This is a really terrific book for marketing professionals who want to understand the difference between what consumers say versus what they do.

One of the few benefits of very long plane rides to Europe is a chance to read without interruptions. This week, I read a wonderful marketing book that I'd like to share with you. I'm really interested in understanding what consumers do versus what they say and this book has an unconventional approach to the topic.

I saw an article online by the author and it his ideas fit well with a marketing conference I was organizing with colleagues so I knew I had to learn more.

The book is called Unconscious Branding by Douglas Van Praet. He is the EVP at an award winning advertising agency Deutsch LA and he focuses on account planning and strategic insights. Douglas worked on the highly acclaimed and successful mini-Darth Vadar commercial for Volkswagon's Jetta where a little boy uses his super powers to start a car with the wave of a hand as an eager father with a remote helps him behind the scenes.

From my days at The Annenberg School of Communications at The University of Pennsylvania, I have always been interested in behavioral sciences, anthropology and non-verbal communications. Since the topic for this conference I mentioned above is focused on the huge discrepancy between what a consumer says in research versus their actual behavior, I hoped the book would provide some ideas and an approach to the issues.

I was not disappointed.

When I answer a question on a survey, how well can I actually answer a question like why I bought a product?

* How come I bought Seventh Generation not Tide for cleaning my clothes.
* How come I went to Starbucks not Dunkin Donuts for coffee?
* Why do I buy gas for my car at Exxon- even when it is cheaper at other stations?
* Why do I watch one commercial over and over but scan others?
* Why do I shop at Whole Foods instead of Harris Teeter?
* Why do I pick one wine over another?

I can tell you why I did these things but is it true? Can I accurately explain my motivation. A great example of this is buying gasoline. I stumbled upon the reason why I prefer Exxon even when it is a few cents more per gallon. I found a gas credit card from Esso (Exxon's earlier name) that my Dad gave to me when I started to drive in 1971. My connection goes way beyond the fuel and over the last 40 years, I have been driven on an unconscious level to go to an Exxon/Esso for gas. Of course, I never made that connection consciously until recently.

This is an exceptional well-written book that poses a fairly simple premise. How can neuroscience empower and inspire marketing. Another way of saying this is that instead of relying on what consumers say, understanding their behavior at an unconscious level can be powerful. How people act and the motivation for those actions can give clarity to a marketing professional to understand how to affect purchase behavior.

The book helps explains some of the core motivation behind our behaviors and our decision making process. He approaches marketing by trying to explain and understand how we act. Through fascinating examples of classic ad campaigns, he outlines the unconscious connection that helps make the effort so successful at touching consumers and motivating them to purchase.

The author has a seven step process that outlines:

1. The role of interrupting perceptual and behavioral patterns
2. How to create customers comforts with a brand
3. Lead the imagination to a desired conclusion or outcome
4. Shift consumer feeling in favor of a product
5. Satisfy the critical filter of resistance in the mind
6. Change the association by which memory and the mind work
7. Generate actions ingraining positive brand impressions that become second nature.

Best of all, this book treats consumers, target markets, demographics as human beings.
It is an important distinction since the author explains how human motivation at an unconscious level helps us understand how we can change attitudes and behaviors when we are marketing products. I like the human approach to marketing and the author articulates these idea like a mensch. (Yiddish for a really fine human being)

I learned from this book that the word emotion and motivation both come from the latin root to move. (movere). This helps us understand that key to both connecting emotional and motivating a behavior that taking action is required. When you touch a hot stove, you learn to stay away from the painful experience.

When a brand disappoints you by promising something and not delivering, you move away from that brand. Harnessing this insight can help you motivate a human (consumer) to take an action and move toward your brand and its solutions. The book is filled with examples from traditional and non-traditional advertising and marketing campaigns.

One case study in Unconscious Branding is the success of Red Bull.

The founder of Red Bull created a strange brew. His oddly flavored caffeine spiked beverage received the lowest scores in research for taste and purchase intention. Yet, the Australian born Dietrich Mateschitz understood the importance of emotional branding and motivational communications.

He created unique emotional experiences through experiential marketing that linked the product to the emotional rollercoaster of stimulating experiences. His recent Red Bull Stratos is one of the cleverest marketing events to associate emotion with a brand I have ever witnesses. This type of marketing connections puts Red Bull's Mateschitz in a class with Jobs and Apple whereby they make consumers connect not only to the physical product but at an unconscious level, plug into the brand's attitude. This is branding by masters.

So pick up a copy of Unconscious Branding. It is available at Amazon or your favorite independent bookstores but I bet you unconsciously knew that.

13 of 16 people found the following review helpful.
Riveting book with eye-opening practical information
By Joe Vitale
Loving this book! People are driven by their unconscious and don't know it. If you want to appeal to them, you need to better understand them. This riveting book clearly explains what's happening in neuroscience and what you can do to create a brand that leads to sales. Ultimately you end up with some tried and true principles in marketing that have always worked, but the author frames them in a way that appears new. Good copywriters know to lead the imagination, for example, but the author gives you sound recent reasons why this works and why you need to use it. Again, I love this book. I strongly recommend it.

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[Z563.Ebook] PDF Download Watch Your Junk and Other Advice for Expectant Fathers, by Benjamin Wallace

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Watch Your Junk and Other Advice for Expectant Fathers, by Benjamin Wallace

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Watch Your Junk and other Advice for Expectant Fathers tackles the subjects that other baby books ignore:

- Why you shouldn't touch the wand in the sonogram room
- The exact moment your opinion no longer counts
- How friends and family will respond to the news
- How TV and baby classes have lied to us
- Which poop jokes to expect in the delivery room
- How to convert diapers into usable guilt
- How to insure your child says your name first
And much, much more

Watch Your Junk includes a special twin version of fatherhood in the event that you are so much a man that you knocked up your wife twice at the same time.

Don't go into fatherhood unprepared, read Watch Your Junk and other Advice for Expectant Fathers today and know what to expect before it's too late.

Originally released as The Dumb White Husband's Guide to Babies.

• Sales Rank: #350285 in Books
• Published on: 2016-01-03
• Original language: English
• Number of items: 1
• Dimensions: 9.00" h x .37" w x 6.00" l, .50 pounds
• Binding: Paperback
• 164 pages

Most helpful customer reviews

2 of 2 people found the following review helpful.
An Excellent Guide for Guys
By Todd Trann
BEFORE YOU BUY: please make sure you are looking for a guide to being a new father! That is indeed exactly what this is. This book is *not* a continuation of Ben's other short comedies whose covers look exactly the same as this. Although there is a bit of comedy used in the delivery (pun intended) of this material, that isn't the focus.

For those who are looking for a male equivalent to the hundreds of books that are written by women and for women - this is it! It's definitely written by a man, for men. You will appreciate the honest and sometimes crude humor. Ben tells it straight, and he doles out some awesome advice, the kind that I wish I had someone tell me before my two kids were born. "Do not look at the vagina!" is about as blunt as he can get, and he's absolutely correct. Solid advice right there.

So all you new Dads or about-to-be Dads, go ahead and dive in. Buy this book and learn a few things your friends may not have the guts to tell you.

2 of 2 people found the following review helpful.
Brilliant and a must have for all fathers to be!
By Robert Simoneaux
My first daughter is almost 4, and I just brought my second daughter home from the hospital a week ago. I wish this had been written 4 years ago it would have saved me a bit of stress, but it was great as a refresher for my new daughter. The topics covered are truly the things no one else tells you, and the edited "baby item list" is worth the cost of the story alone for the money it will save you. I can see this short story as a new must have for all expectant fathers. Keep them coming they just keep getting funnier.

1 of 1 people found the following review helpful.
Hilariously Entertaining and Insightful
By aymorj
From the genius who brought you Dumb White Husband, Damien Stockwell, and Post-Apocalyptic Nomadic Warrior, comes the REAL version of what a man should expect when entering into parenthood. Full of sound advice and plenty of laughs, this is sure to please anyone. Take it from me, I'm an uncle of 2 boys and I don't plan to have children, but I loved every single part of this read. I've even witnessed or heard many of these instances happening to my brother. So whether you are looking for a quick read, a good laugh, a new coffee-table book, great gift, or just some helpful insight, definitely pick this up! I'm debating on stocking up on numerous copies of this to hand out along with tons of tiny screwdrivers to expectant fathers. Happy reading you son of a monkey!

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[L925.Ebook] Free Ebook Ecological Developmental Biology, Second Edition, by Scott F. Gilbert, David Epel

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The revolution in molecular technologies has created a revolution in our perception of the living world. It is life, but not as we knew it. The science studying this new world, uncovering the relationships between genes, developing organisms, and their environments, is called ecological developmental biology. This book presents the data for ecological developmental biology, integrating it into new accounts of medicine, evolution, and embryology. The new evolutionary science created by this approach to nature is called ecological evolutionary developmental biology (eco-evo-devo). The book documents the evidence for a new, extended, evolutionary synthesis, a synthesis that: confounds the creationist belief that evolution can't be described above the species-level; integrates aging and Western diseases such as diabetes, atherosclerosis, cancer, and obesity into an evolutionary context; and sees interspecies interactions both within the organism and between organisms as being critical for evolution, development, and fitness.

• Sales Rank: #507447 in Books
• Published on: 2015-08-11
• Original language: English
• Dimensions: 10.25" h x 8.00" w x 1.25" l, 3.30 pounds
• Binding: Paperback
• 576 pages

About the Author
Scott F. Gilbert, a Senior Research Associate at Swarthmore College and the Finland Distinguished Professor at the University of Helsinki Institute of Biotechnology, teaches developmental biology, developmental genetics, and the history of biology. After receiving his B.A. from Wesleyan University, he pursued his graduate and postdoctoral research at The Johns Hopkins University and the University of Wisconsin. Dr. Gilbert is the recipient of several awards, including the first Viktor Hamburger Award for excellence in developmental biology education, the 2004 Alexander Kowalevsky Prize for evolutionary developmental biology, honorary degrees from the Universities of Helsinki and Tartu, and the Medal of François I from the Collège de France. He is a Fellow of the American Association for the Advancement of Science, a corresponding member of the St. Petersburg Society of Naturalists, and has been chair of the Professional Development and Education Committee of the Society for Developmental Biology. His research pursues the developmental genetic mechanisms by which the turtle forms its shell.

David Epel is the Jane and Marshall Steel Jr. Professor Emeritus of Biological Sciences at Stanford University s Hopkins Marine Station in Pacific Grove CA. He did his undergraduate studies at Wayne State University and then graduate and postdoctoral studies at the University of California, Berkeley and the University of Pennsylvania. Dr. Epel has been a Guggenheim Fellow, is a Fellow of the American Association for the Advancement of Science, the California Academy of Sciences, and an Overseas Fellow of Churchill College and Life Fellow of Clare Hall at the University of Cambridge. His honors include the Cox Medal for Fostering Undergraduate Research at Stanford and the Ed Ricketts Memorial Award for Lifetime Achievement in the Marine Sciences. Epel s research focused on cell biology of development, especially the activation of the egg at fertilization, the unique physiology of the embryo and the cellular mechanisms of embryo protection. His current interest is high school science education. One area is highlighting early development of the sea urchin embryo to capture the imagination and interest of high school students. New curricula focus on the science of climate change and how students can help to solve this problem.

Most helpful customer reviews

1 of 1 people found the following review helpful.
well worth your money and time.
By guy lummis
very good indeed. much new information for newbys and for those who aren't current in biology. moderately advanced---best for college juniors and above.

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