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Book by James U. McNeal

• Sales Rank: #2360431 in Books
• Brand: Brand: Paramount Market Publishing
• Published on: 1999-06
• Original language: English
• Number of items: 1
• Dimensions: 10.50" h x 7.50" w x 1.00" l, 1.75 pounds
• Binding: Hardcover
• 272 pages

Features

• Used Book in Good Condition

Review
"A must read for anyone interested in the kid's market or in growing their business. Dr. McNeal's insights into the kid's market make this book both an edifying and enjoyable read. You won't want to put it down." -- Donna Sabino, Director of Strategic Planning and Research, Sports Illustrated for Kids

"Dr. McNeals timing is impeccable. Just as the business of marketing to kids has gotten more mature and complex, McNeal presents us with a resource which not only debunks the common myths of kid marketing, but also provides invaluable lessons and practical advice." -- Julie Halpin, CEO, The Geppetto Group

"Jim McNeal has always been the first and last word on marketing to kids. He is the source we all turn to first for the latest thinking in the field. This book provides a beautiful illustration why." -- George Carey, President, Just Kid Inc.

"Jim McNeal has taught marketers to listen to children. His research, where kids draw shopping, reveals the detailed knowledge children have about brands, merchandising, promotions, and customer relations. Success comes from listening to McNeal and the kids!" -- Cheri Sterman, Director of Child Development, Binney & Smith, Inc. (Crayola products

"My hat is off to Dr. McNeal. He's packed a lot of information into this book but still made it a quick read. It's relevant and fun." -- Colleen Fahey, Executive Vice President, Frankel

"The Kids Market is a remarkably fresh and insightful look at the myths and realities we face in the kids marketing business. I'd recommend this book to anyone interested in breaking down the barriers we adults have to creating effectrive, honest and engaging work for children." -- Cheryl Berman, Chief Creative Officer, Leo Burnett U.S.A. and KidLeo

"The best single source of marketing-to-kids tips I have ever read. McNeal's newest book not only opens our eyes as to how kids have become an even more important market for today's businesses to consider, but also provides invaluable tips to help minimize costly mistakes when marketing to this very savvy segment. My entire staff will read this book." -- Dave Siegel, President, WonderYears Kids Marketing and Advertising

"This is the kind of book that first makes you feel ignorant - then incredibly smart. It's full of clear-cut thinking, backed by the facts. The organization of information into myths and realities makes it easy to find the value that exists on every page. Jim McNeal's 35 years of experience and insight are wonderfully communicated." -- Jack Pierce, Principal Intersect Marketing

From the Publisher
When it comes to children's behavior as emerging consumers, no one speaks with more authority than James McNeal. As a professor of marketing at Texas A&M University, Professor McNeal has been studying and writing about children for more than 35 years. He knows how they perceive the marketplace, how they influence and are influenced by their parents, how much discretionary income they have and what they do with it. This, his eighth and most authoritative book on the topic of kids in the marketplace provides a world of insight into a most important group of consumers, worthy of your attention. He answers many questions, including:

Just how big is the kids market?
When do children become consumers?
What are children's four basic needs?
Do kids really save more than their parents?
How much money does the average kid have and where does it come from?
At what age and where do children make their first independent purchases?
Why are the numbers six and seven more effective at getting kid's attention than other numbers?
What do children say is their favorite fast-food?
Are children more responsive to brands or promotions?
Why do so many kid's products fail?
Why do so many succeed?
How do children in countries other than the U.S. spend discretionary income?

Find answers to these questions and discover other fascinating facts about the economy and psychology of the children's market. Drawing from a broad cross-section of industries, products, and services, this book examines issues of advertising, promotion, product design, and packaging. It also explores issues of social marketing such as selling children on good health practices, charitable giving, and the importance of voting. It focuses on children's perception of the marketplace beginning with their first trip to the grocery store at a median age of two months. It follows through a predictable process in which parents encourage children to ask for things they want and then gradually teach them the concept of exchanging money for goods and services - a process which sets the stage for a lifetime's worth of shopping.

Perhaps the book's finest and most unique feature is the information conveyed in dozens of actual drawings done by children of varying ages from the U.S. and abroad. It's amazing how much you can learn from these illustrations when you have a seasoned expert to point out their most interesting elements and share his wisdom on the topics at hand.

Most helpful customer reviews

16 of 16 people found the following review helpful.
Beware the 'WIWAKs' and the 'MARENTS'
By Judith A. Jewer
I've been re-reading the book - The Kids Market: Myths and Realities, and once again I'm struck by the insight, and the thoroughness of the research. Dr. James U. McNeal has put together a book that truly is a must have for us in the business of marketing to kids.
I would like to talk a little about chapter 9 - 'Barriers to Understanding the Kids Market'. Dr. McNeal points out two caricatures of marketers targeting kids : The "WIWAKs" and the "Marents". The "WIWAKs" exemplify the "When I Was A Kid" approach to kids market strategy. Marents - on the other hand - base their kids market strategy on the fact that they are both marketers and parents. This supposedly gives them a special insight into the kids market.
Dr. McNeal then goes on to give a real gem of a formula: "C=f(P,E); that is, Children = function of (Parents, Environment). In long form, what children are, how they think and act ,are a function of both parental and environmental forces constantly at work, even before they were born." (pg. 111)
This is why the "Marent" approach to marketing is so potentially misleading. A marketers children are often more likely to reflect their parents' values than a true sense of the kids market.
This formula also points out the implicit need for accurate research and product testing to avoid basic marketing blunders such as: "Targeting all kids aged 2 - 12 with one ad message on one TV program, packaging salty snacks for kids in packages that don't cater to their limited dexterity, concept testing a product only among parents, offering premiums whose use requires adult supervision, and displaying product for kids in stores well above their eye level." (pg. 111)
In conclusion 'The Kids Market: Myths and Realities' is a must read for anyone interested in reaching the kids market. You can test your own knowledge by comparing your understanding of the kids market to the 27 myths and realities as presented by Dr. McNeal in this well researched and wonderfully presented book.
You also get lots of pie chart type marketing data research and charming drawing by children about their perceptions of the shopping experience. Dr. James U McNeal is a Professor of Marketing at Texas A&M University where he teaches courses in marketing and consumer behavior. He is also the author of 'Children as Consumers' and 'Kids as Customers'.
Marketers to the Kids Marketplace will find this book invaluable.
I hope you enjoy it as much as I have, Judith Judith A. Jewer - KidsMarketing.com

1 of 1 people found the following review helpful.
Insightful and well-organized, disturbing in places
By Darkfrog
Dr. McNeal is one of those rare professionals who both knows his material and knows how to write about it (or if he had a ghost writer, it was a darn good one). Kids Market is intelligent, easy to read and exceedingly well-laid-out. McNeal organizes his book around a long list of myths about children's marketing, which he debunks one by one in a catchy question-and-answer format. (QUESTION: The milk industry has spent millions marketing milk to kids, so why haven't they made it their favorite snack beverage? ANSWER: Because kids can't snack out of a three-gallon jug. Change the packaging, guys!) On top of that, one really gets the feeling that McNeal likes kids and respects them as customers and as people.

However, I found his chapter on ethics somewhat disturbing. He asks and answers several surface questions about what he considers to be unethical practices in children's advertising--such as showing toys in settings that make them look bigger and better than they are or showing snack foods giving kids superpowers--but the question, "Is it wrong to convince kids to buy things that they don't need?" is conspicuously absent.

There was one other lapse: When asked the question, "Are kids the object of too much advertising?" he answers, "Well, there isn't as much advertising as there seems to be," and defends his opinion well, but he does not actually answer the question of whether or not it is too much.

My reservations are more about marketing in general than about Dr. McNeal, and this is an excellent and entertaining book.

4 of 7 people found the following review helpful.
Information Based on Solid Empirical Research
By A Customer
This is a very informative book about the buying behavior of children around the world. This book has given me much insight into this topic. I have also read "Creating Ever Cool." They are two complementary tools for marketers.

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• Sales Rank: #1469764 in Books
• Brand: Brand: Limelight Editions
• Published on: 2013-05-01
• Original language: English
• Number of items: 1
• Dimensions: 7.50" h x .29" w x 5.00" l, .30 pounds
• Binding: Paperback
• 102 pages

Features

• Used Book in Good Condition

About the Author
RAY MORTON is a writer, script consultant, and screenplay analyst. A graduate of New York University's Tisch School of the Arts, Morton has written for television and the big screen, pens the monthly "Meet the Reader" column for Scriptmag.com, and is the author of the books King King: The History of a Movie Icon from Fay Wray to Peter Jackson; Close Encounters of the Third Kind: The Making of Steven Spielberg's Classic Film; and two books in the Music on Film Series: Amadeus and A Hard Day's Night. Morton lives in Los Angeles.

Most helpful customer reviews

3 of 3 people found the following review helpful.
Great refresher and easy reference
By JeanneVB
"Believe in what you write. If you do, your audience will as well." Just one of the insightful pieces of advice Ray Morton delivers in 'A Quick Guide to Screenwriting.' What I love about Ray's book is how he delivers so much information in a short and to-the-point way, taking you from idea to rewrite in just 100 pages. Even a seasoned writer needs a reminder every now and then, and Ray's advice delivers just that. In fact, I pulled Ray's words out this weekend as I started an outline for my new story to double check the structure. Bottom-line, every writer should listen to a professional script reader, and Ray is the best. Hands down.
~ Jeanne Veillette Bowerman, Editor 'Script Magazine'

2 of 2 people found the following review helpful.
The definition of a handy, dandy little guide!
By Black Halo
Having been a screenwriter for nearly two decades I've been through more than my share of How-to-screenwrite books. Most of them end up boring you with their supposed formula for success (You'd have to be a math whiz to figure out all the arcs and paradigms of some of them). But what if you just happen to be need to know or be reminded of the difference between a montage and a series-of-shots? And that's where this handy, dandy little guide comes into the mix. It just gives the basic that are so commonly overlooked but a necessity in writing a professional screenplay. Highly recommended!

2 of 2 people found the following review helpful.
Smart and to the point!
By JR
A book whose expectations meet what the title offers deserves a high rating. I liked that it offered the information you need in a concise way and offered examples to back up its suggestions. This is a great book for any aspiring writer interested in turning their ideas into a screenplay.

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• Published on: 2009-02-15
• Binding: Hardcover

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Planted is not a "how to" book, but a "how so" book in which the reader is invited to travel with Leah Kostamo on the wild ride of salmon saving, stranger welcoming, and God worshiping as she and her husband help establish the first Christian environmental center in Canada. Avoiding simplistic prescriptions or clichéd platitudes, Leah wrestles with issues of poverty, justice, and the environment through the narrative of her own life experience. The lived-theology and humility of voice conveyed in these pages draws readers to new and creative ways to honor the Creator as they are inspired to care for creation. "Grace, beauty, humor, and truth-telling combine in Leah Kostamo's story of the growth of A Rocha, a grassroots organization in which she and her husband Markku have been world-changers for good. This is a fascinating narrative in which committed environmentalists respond to God's call to renew our planet and our souls." --Luci Shaw, author of The Crime of Living Cautiously: Hearing God's Call to Adventure "Planted is one of the most captivating and inspiring books I have read in a long time. It offers rich and intimate glimpses into what sacrificial care for all God's creation can look like in the lives of ordinary Christians. Surely God desires for this to become part of our story as well." --Ben Lowe, activist and author of Green Revolution: Coming Together to Care for Creation "Leah Kostamo's elegant memoir shares the story of A Rocha, an organization that lives out the principles of Christian stewardship and community. With humility, grace, and candor, Leah takes her readers along the creation-care journey, sharing how many small acts can and do make a difference. Most inspiring of all, Leah and her husband, Markku, provide a living example of being the change they wish to see in the world." --Matthew and Nancy Sleeth, co-founders of Blessed Earth "The righteous person, says the psalmist, is like a tree planted by the waters. In this delightful book Leah Kostamo describes what it feels like to be (sometimes reluctantly) one of those trees, planted by the waters of God's good creation. With humor, irony, wisdom, and a refreshingly iconoclastic voice, Planted blooms and flourishes--with fruit every thoughtful Christian needs to enjoy." --Loren Wilkinson, Professor of Philosophy and Interdisciplinary Studies, Regent College

• Sales Rank: #1120341 in Books
• Published on: 2013-08-02
• Original language: English
• Number of items: 1
• Dimensions: 8.50" h x .43" w x 5.50" l, .50 pounds
• Binding: Paperback
• 172 pages

Review
This is a book full of good stories told by a good storyteller. Instead of making a pitch or sermon or propagandistic tract on creation care, Leah has woven everything into a narrative, a story with characters and movement and relationship, and Jesus. Hers is an inviting witness to firsthand immersion in this creation that is ''never spent.''
--Eugene Peterson, author of ''The Message''


Grace, beauty, humor, and truth-telling combine in Leah Kostamo s story of the growth of A Rocha, a grassroots organization in which she and her husband Markku have been world-changers for good. This is a fascinating narrative in which committed environmentalists respond to God s call to renew our planet and our souls.
Luci Shaw, author of ''The Crime of Living Cautiously: Hearing God s Call to Adventure''

''Planted'' is one of the most captivating and inspiring books I have read in a long time. It offers rich and intimate glimpses into what sacrificial care for all God s creation can look like in the lives of ordinary Christians. Surely God desires for this to become part of our story as well.''
Ben Lowe, activist and author of ''Green Revolution: Coming Together to Care for Creation''

''Leah Kostamo s elegant memoir shares the story of A Rocha, an organization that lives out the principles of Christian stewardship and community. With humility, grace, and candor, Leah takes her readers along the creation-care journey, sharing how many small acts can and do make a difference. Most inspiring of all, Leah and her husband, Markku, provide a living example of being the change they wish to see in the world.''
Matthew and Nancy Sleeth, co-founders of Blessed Earth

''The righteous person, says the psalmist, is like a tree planted by the waters. In this delightful book Leah Kostamo describes what it feels like to be (sometimes reluctantly) one of those trees, planted by the waters of God s good creation. With humor, irony, wisdom, and a refreshingly iconoclastic voice, ''Planted'' blooms and flourishes with fruit every thoughtful Christian needs to enjoy.''
Loren Wilkinson, Professor of Philosophy and Interdisciplinary Studies, Regent College --Wipf and Stock Publishers

About the Author
An American transplant to Canada, Leah Kostamo has a background in campus ministry and education. For the past twelve years, Leah has worked alongside her husband, Markku, to show God's love for all of creation through the ministry of A Rocha. She lives and thrives on Kingfisher Farm near Vancouver, BC.

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3 of 3 people found the following review helpful.
Planted an inspiring book.
By Linda Potts
An intriguing account of what it takes to start from scratch a conservation foundation that is based in the Christian faith. Truly an amazing story that every person of faith will find uplifting and inspiring.

2 of 2 people found the following review helpful.
gently compelling, inspiring, engaging
By Sandra Vander Schaaf
Leah Kostamo has written a beautiful story of a remarkable community. "Planted" tells the tale of one woman's journey of faith and action in the world of environmental education and community activism. If you're nervous about picking up a book that pulls together the hot topics of Christianity and environmentalism, let me quickly assure you that Kostamo tells her story with a light touch. There isn't the slightest hint of the sort of self-righteous soapbox rhetoric often associated with faith-based or environmental activism. But make no mistake, writing with a light touch does not mean she writes without passion. Rather, Kostamo shares her story out of a beautifully grounded, earthy, humble passion—a passion that is as compelling as it is inspiring. Her writing style is personal, tender, often humorous, and strikingly honest. This is a very engaging read. I highly recommend it!

1 of 1 people found the following review helpful.
Beautiful, Elegant, and Eloquent.
By Dr Conrade Yap
This is a beautiful book. Few books have managed to capture the essence of nature, the joys of community, and the affirmation of a simple calling like this one. Leah Kostamo, a wife, a former campus ministry worker, as well as a co-founder of the A Rocha ministry based in BC Canada, has shown us how good stories can be told with simplicity, with insight, and with humour. Combining her love for creation and conservation, her natural talent for observing details in ordinary things, her passion for community building, coupled with her eloquent use of words, this book is destined for greatness in the literary world. As a memoir, readers will be humbled at how the author and her husband Markku would give up lucrative careers, sell their house, and to pour all their assets into a non-profit ministry without guarantee that it would even survive its initial years. Yet, it did and it did so marvelously, blessing, teaching, and enabling thousands of visitors and volunteers at their farm facility. The ministry in Canada began as a seed back in 1996 at a Regent College course entitled, "Incarnational Mission" led by Peter and Miranda Harris, who had founded A Rocha in Portugal. Eight years later, the idea took root, and sprouted trunks and branches through personal investments as well as generous givers and loaners by those who expressed faith enough to walk with the Kostamos.

The book is also a mini-ecological guide. We learn about the threats of worldwide extinction of 13% of birds, 25% of mammals, and 41% of amphibians. We see how a tiny shrimp plays its microscopic role in a complex and delicate ecological environment, that benefits beavers, bears, and big trees. We read about invasive species, weeds, the birds, and even slugs. Along the way, Kostamo makes sure we do not get carried away in the natural world and forget about the technological world. With a deft touch of humour, she compares and contrasts pods of orcas with iPods! It can also be used as a primer in becoming more nature aware. We are encouraged to think about the tap water we have, to think about its source, its distribution channels, and all the resources poured into the whole system. We are challenged to think about the gardens, how the seasons impact life, the variety of birds and nature around us, and even rocks and minerals that seem so mundane for the busy individual.

It is also a guide for a deeper awareness of what eating entails. For those of us whose limited vocabulary of eating centered around restaurants, the food on our tables, or the kitchen, we get invited into a world of farming, of growing our own food, and the beauty of real food over processed stuff. Food is not just something to be consumed, but it can incorporate a work of art in itself. Beyond the feasting, we will appreciate the preparation beyond mere cook books, and to be respectful in the way we partake of God's providence for us. Slowly but surely, the book becomes a rallying point in the practice of Micah 6:8, that we learn to live justly, love mercy, and to walk humbly. Very aptly, the book closes with a relook at the biblical Sabbath, reminding us that working hard and doing good have their limits. Man can only do so much. Everything else totally depends on God alone. The keeping of the Sabbath is a powerful reminder that we by ourselves are limited. That is why Sabbath keeping enables us to be natural ourselves one day a week, as we busy ourselves with nature on the other six days.

This book is a rare find. More accurately, the book found me. When contacted to do this review, I promptly agreed because of curiosity in part, and to support a fellow Regent alum as well. Little did I know that I would be receiving a literary gem, a unique seed that germinates in me a greater appreciation of nature and creation. Most of all, I am humbled by how the Kostamos' passion-turned-reality have blessed people of all ages from all walks of life. There is a lot of material in this humble looking book. Open it up at any one page and you can easily find a point or two to learn from and to contemplate after.

I am full of praise of the quality of this book. I particularly appreciate the three points to show us the way forward, namely; 1) Practice Gratitude; 2) Practice Generosity; and 3) Practice the Sabbath Keeping. On all three counts, I say a hearty Amen! A clear best of the best so far in my 2014 stack of books.

Thank you, Leah Kostamo for letting me know that this book even existed.

Rating: 5 stars of 5.

conrade
This book is provided to me courtesy of the author in exchange for an honest review. All opinions offered above are mine unless otherwise stated or implied.

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• Sales Rank: #5218404 in Books
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• Published on: 1968-06
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[X924.Ebook] PDF Ebook Deadly Companions: How Microbes Shaped Our History, by Dorothy H. Crawford

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Combining tales of devastating epidemics with accessible science and fascinating history, Deadly Companions reveals how closely microbes have evolved with us over the millennia, shaping human civilization through infection, disease, and deadly pandemic. Beginning with a dramatic account of the SARS pandemic at the start of the 21st century, Dorothy Crawford takes us back in time to follow the interlinked history of microbes and humanity, offering an up-to-date look at ancient plagues and epidemics, and identifying key changes in the way humans have lived--such as our move from hunter-gatherer to farmer to city-dweller--which made us ever more vulnerable to microbe attack. Showing that how we live our lives today--with increased crowding and air travel--puts us once again at risk, Crawford asks whether we might ever conquer microbes completely. Among the possible answers, one thing becomes clear: that for generations to come, our deadly companions will continue to influence our lives.

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Review
"Crawford suggests that when it comes to microbes, despite our scientific knowledge, we are not better-off than our ancestors."-- Science News in the "new and notable books of scientific interest" section.

About the Author

Dorothy Crawford is Professor of Medical Microbiology at the University of Edinburgh, where she is also Assistant Principal for the Public Understanding of Medicine. She was awarded an OBE in 2005 for services to medicine and higher education.

Books by the same author:
The Invisible Enemy: A Natural History of Viruses

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42 of 45 people found the following review helpful.
Our Unwinnable War
By Rob Hardy
Bacteria have a bad reputation. We think of them as causing illness, and that's correct, of course, but overwhelmingly they do not cause us harm. Without them, indeed, we could not digest our food, and elements could not be recycled into the environment. They have been performing this sort of vital service for around 600 million years. There are a million or so microbes we know about, and of them, only 1,415 are known to cause disease in humans, with the rest steadily chugging away to keep the world in balance. Those pathogenic ones are the main subject in _Deadly Companions: How Microbes Shaped Our History_ (Oxford University Press) by Dorothy H. Crawford. A microbiologist, Crawford has written plenty of scientific papers, but here (as in a previous book about viruses) she writes for a popular audience to show how microbes, especially the ones that bother and kill us, have affected the humans that are interlopers in their world. We must never forget that most microbes are our companions and are not deadly, and that we live in a mutually beneficial partnership with millions of them. But it is their world: "We relative newcomers to the planet," ominously writes Crawford, "emerge from the safe environment of our mother's womb pristine, untouched by the infectious microbes, but within hours our bodies are colonised by swarms of them, all intent on living off this new food source."

Microbes don't mean to hurt us, of course, and despite the upsurge of religious feeling that accompanies any plague, there is no reason to think that they are doing anything but their natural cycles without any supernatural tinkering to deliver lessons to afflicted humans. The great problem with infective microbes is that they can change faster than we can. Resistance to the antibiotics we have had for only a few decades is merely the most recent manifestation of their evolutionary adaptability, and there is no reason to think that any new generation of antibiotics is going to change this pattern. Crawford shows how different microbes afflicted us when we were hunter gatherers than did so when we changed to living in farming communities. Diseases have changed history. The ruler Crawford mentions that seems to have been most affected by them was Napoleon. He wanted to extend his empire into the New World, but mosquito-borne yellow fever decimated the troops within the Caribbean, and prevented his plan to move on to New Orleans and points north. It was not just the cold and starvation that kept Napoleon's troops from taking Russia. Louse-borne typhus took its toll, and without it, many historians think Napoleon could have gone on to conquer Europe.

Crawford takes up bubonic plague, the potato blight fungus, cholera, smallpox and many more, explaining the natural cycle of each microbe, its vectors (mosquitoes, fleas, lice) and its reservoirs in the wild (snails, birds, cattle). It isn't all biology; Crawford points out that _the_ major cause of microbe-related deaths is poverty, with a hugely disproportionate toll on poorer nations. The science she writes about, all with clarity and enthusiasm, is something new, especially compared to how long we have been going about with these microbial companions. Dealing with diseases scientifically has been regarded as impious; she quotes a 1722 sermon railing against smallpox vaccination "... because inoculation opposes the will of God, who sends disease (including smallpox) either to try our faith or to punish us for our sins." Science, however, is not going to keep us out of trouble; we have headlines these days about microbes that are resistant to our miracle drugs, and our own misuse of drugs against tuberculosis has resulted not in "multiply drug resistant" TB, but in "extensively drug resistant" TB, with "completely drug resistant" TB looming in the future. Even if we were to invent the superdrug researchers jokingly call "gorillacillin", it would kill off our helper microbes as well as the villains, and history shows that even such a drug would be overcome by resistance eventually. It isn't hopeless, and Crawford has written a sobering but not a pessimistic book. We have won battles, and that's something to be proud of. But we will have to content ourselves with winning battles, for we will never win the war.

0 of 0 people found the following review helpful.
A formidable case for evolution and natural selection
By johnn
Quite a bit over my head. One needs to have some background in microbiology and bacteriology to understand the consequences of those damned microbes. It is definite "proof" of Darwin's theory of evolution and natural selection. I felt that the narrative made a strong case for evolution and totally demolished the case for "creation science." I wish the book was less technical, although I have no idea on how to accomplish that goal. I commend the author for making to attempt to enlighten the unenlightened.

0 of 0 people found the following review helpful.
Makes the book very easy to read
By Amazon Customer
Truly interesting book! Crawford uses a unique style of writing, somewhat of an informal and casual style. Makes the book very easy to read.

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