How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
Author: Darren ROVELL
Category: Business & Economics
Selected as one of Soundview Executive Book Summaries's the "30 Best Business Books" of the year. Remember the Cola Wars, with Coke and Pepsi battling it out year after year for supremacy in the soft drink market? Or what about the Burger Wars, the legendary slugfests between McDonald’s and Burger King? Then of course, there were the Sports Drink Wars. If you blinked, you might have missed them, because Gatorade has swiftly and decisively fended off every would-be rival. Although a few other brands hold slim market shares, the fact is that Gatorade single-handedly created the sports drink industry 40 years ago and has absolutely ruled it ever since. But Gatorade is more than just a triumph of branding. First, it’s a trusted product that has been scientifically proven to do what it claims to do. Second, Gatorade is an enthralling story, brought to life in bright color and sharp detail in First in Thirst. Author Darren Rovell, a skilled, objective, and passionate journalist, chronicles every astonishing milestone of the company’s history. With unprecedented access to the inventors, the marketers, the analysts and observers, and key company figures past and present, Rovell recounts the sweat-drenched University of Florida football practices, the first (unpalatable) prototypes, and the commercial and financial interest that quickly took hold following the drink’s first on-field successes. Then came the advertising, sponsorships, product placements (many of them fortuitous), and finally the two milestones that cemented Gatorade’s iconic status once and for all -- the ubiquitous Gatorade bath and the Michael Jordan ""Be Like Mike"" endorsement deal. With refreshing candor, First in Thirst also offers an inside look at the negotiations, battles, lawsuits, mergers and acquisitions, product strategies, lucky breaks, and even the missteps (there have not been many) that have attended Gatorade’s reign as the 800-pound gorilla of the sports-drink scene. Rovell places the reader inside labs and brainstorming sessions, at board meetings and ad shoots, on the sidelines and in the dugouts, even in the winner’s circle at NASCAR events -- where Gatorade manages maximum exposure even at tracks whose official sponsors include chief rival POWERade. The book identifies the nine Gatorade Rules, business principles that have helped Gatorade become one of the most dominant brands ever. By adhering to these principles, businesses in other industries may achieve greater brand recognition and market share. Long before America knew what ""deep-down body thirst"" was, a team of university scientists had already invented something to quench it. First in Thirst is the story of the product and the company, and of America’s fascination with the one and only Gatorade.
An American Doctor Among the Tribes of Kurdistan, 1835-1844
Author: Gordon Taylor
Pubpsher: Chicago Review Press
The first Americans to work with the people of the Middle East were neither spies nor soldiers. They were, in fact, teachers, printers, and missionaries; and one was a country doctor from Utica, NY. In June of 1835 Asahel Grant, M.D. and his bride, Judith, sailed from Boston to heal the sick and save the world. Fever and Thirst tells the story of Asahel Grant: explorer, physician, author and the first American to become enmeshed in the struggles of northern Iraq.
The equine practitioner will find this comprehensive issue packed with useful, practical information on endocrine diseases. Topics include disorders of calcium and phosphate metabolism, endocrinology of the neonate energy metabolism, endocrine dysregulation in critically ill foals and horses, magnesium disorders, equine metabolic syndrome, pars intermedia dysfunction (Cushing's disease), disorders of the hypothalamus-pituitary-adrenal gland axis, evaluation of the hypothalamus-pituitary-adrenal gland axis, disorders of the thyroid gland, endocrine response during exercise, hyperlipemia, anhidrosis, diabetes insipidus, ergopeptine alkaloids (fescue toxicosis) and equine pregnancy, and much more!
Paul Barnett not only places the New Testament within the world of caesars and Herods, proconsuls and Pharisees, Sadducee and revolutionaries, but argues that the mainspring and driving force of early Christian history is the historical Jesus.
From the prize-winning author of Tony Hogan Bought Me An Ice-Cream Float Before He Stole My Ma Winner of the Prix Femina Etranger London, in the frayed heat of summer. Alena is shoplifting shoes when Dave catches her in the act and so begins an unlikely relationship between two people with little in common and everything to lose. But the past is a dark place. And both of them have secrets they’ve no idea how to live with – or leave behind. Yet still they find themselves fighting with all they’ve got for a future together. But is love enough? 'Accomplished... Beautiful... Heart-wrenching' Independent on Sunday Shortlisted for the Prix Femina Prize
Our fascination with eating and drinking behaviors and their causes has resulted in a huge industry of food-related pop science. Every bookstore, every magazine stand, every grocery store checkout counter is filled with publications about how to get your child to eat vegetables, how to tell if someone has an eating disorder or, most commonly, how to lose weight. But the degree to which any of these is based on scientific research is very limited. In contrast to the literature for the general reader, the scientific research on eating and drinking behaviors is usually too technical for the general reader. The Psychology of Eating and Drinking is a unique volume; a textbook that can be comprehended by the general educated reader. Just as in her past editions of this book, Alexandra Logue grounds her investigation into the complex interactions between our physiology, our surroundings, and our eating and drinking habits in laboratory research and up-to-date scientific information. The chapters move from the general -- hunger and thirst, taste and smell, and eating behaviors -- to the more specialized -- overeating and overdrinking, anorexia and bulimia, and alcohol use. In each case, Logue provides a brief synopsis of the most historically influential scientific research and then relates this history to the most up to date advances. This method provides the reader with a general introduction to the physiology of sensations related to eating and drinking and how these sensations are influenced by the individual's social surroundings. The Psychology of Eating and Drinking provides the general reader and student with a biological and psychological framework to understand his or her eating behaviors.
Release on 2011-12-02 | by Michael J. Field,Carol Pollock,David Harris
Systems of the Body Series
Author: Michael J. Field,Carol Pollock,David Harris
Pubpsher: Elsevier Health Sciences
This is an integrated textbook on the renal system, covering the anatomy, physiology and biochemistry of the system, all presented in a clinically relevant context appropriate for the first two years of the medical student course. One of the seven volumes in the Systems of the Body series. Concise text covers the core anatomy, physiology and biochemistry in an integrated manner as required by system- and problem-based medical courses. The basic science is presented in the clinical context in a way appropriate for the early part of the medical course. There is a linked website providing self-assessment material ideal for examination preparation.