A testiguar la publicacin del ms reciente aporte de Alberto E. de Aragn, es verdaderamente un gusto y un honor, por tratarse, en primer lugar, de un libro de actualidad y trascendencia para el mundo poltico de la Amrica Latina, y en segundo lugar (no menos importante por presentarla en segundo trmino) por tratarse de Alberto, excelente amigo, acadmico con mayscula experiencia en temas polticos y un intelectual, que ha combinado el razonamiento lgico y cientfico con el cultivo a su calidad humana, su enorme sensibilidad y la certeza que el votante, ms que un mero y un voto, es ante todo un ser humano, que piensa, siente y por lo tanto, merece respeto y consideracin. Eso lo demuestra y testimonia el mismo nombre de la presente publicacin Cmo ganar el corazn y la mente de los votantes, en el que Alberto presenta las estrategias y tcticas cientficamente diseadas y probadas en la experiencia de ms de 40 aos de dedicarse al manejo y orientacin de mltiples campaas polticas exitosas, desde los ya lejanos aos 60s en Puerto Rico, y ms de 30 aos de haberse radicado en Guatemala, pasando por campaas y pases, en los que ha recogido conocimientos invaluables, y ha dejado plasmada su capacidad y talento. Hoy despus de mucha insistencia por parte de quienes nos consideramos sus amigos y discpulos, por fin, ha hecho la recopilacin de las estrategias y tcticas, siguiendo rigurosamente el mtodo que le ha permitido dirigir campaas electorales de manera exitosa, como el consultor poltico internacional que en realidad es. Y no es para menos el aporte fundamental que significa el presente libro, puesto que en Latinoamrica, hasta hace muy poco tiempo, y aun ahora, mucho del trabajo de quienes se dedican a la poltica y gran parte de las campaas electorales se hace de manera improvisada, y poco cientfica, aun cuando siempre ha sido la sentencia y reflexin del propio Alberto en el sentido que la improvisacin en poltica es sntoma de decadencia, por lo cual recomienda para iniciar, un profundo estudio de las condiciones nacionales, la opinin pblica, va la investigacin cuali-cuantitativa, para lo cual ha desarrollado todo un modelo metodolgico, as como para el mercadeo poltico. De igual manera, comparte con nosotros su amplio conocimiento en el proceso de las comunicaciones, la publicidad y el manejo de medios, siempre en funcin de las campaas polticas, sobre las que profundiza en herramientas, recursos y etapas, lo cual hace de manera amena, sencilla y de fcil comprensin. Libro de cabecera para quienes participan para quienes participan directamente o se interesan en los temas de poltica y campaas electorales, que nos entrega Alberto E. de Aragn por ser un instrumento necesario para comprender los entretelones, actividades y mecanismos que se entretejen en torno a la eficiencia de las campaas polticas, puesto que esta actividad, se ha convertido en un ejercicio absolutamente cientfico y altamente profesional, como bien lo manifiesta el autor, con su profesionalismo habitual. Seguramente, este libro ser una herramienta indispensable para quien se proponga ganar una eleccin, o bien conocer y profundizar en la disciplina del consultor poltico.

A study of the aspects and steps involved in effective political strategy and planning on a general level by professor of politics and psychology at the Francisco Marroquín and Rafael Landívar universities

This book introduces readers to the many arguments and controversies concerning abortion. While it argues for ethical and legal positions on the issues, it focuses on how to think about the issues, not just what to think about them. It is an ideal resource to improve your understanding of what people think, why they think that and whether their (and your) arguments are good or bad, and why. It's ideal for classroom use, discussion groups, organizational learning, and personal reading. From the Preface To many people, abortion is an issue for which discussions and debates are frustrating and fruitless: it seems like no progress will ever be made towards any understanding, much less resolution or even compromise. Judgments like these, however, are premature because some basic techniques from critical thinking, such as carefully defining words and testing definitions, stating the full structure of arguments so each step of the reasoning can be examined, and comparing the strengths and weaknesses of different explanations can help us make progress towards these goals. When emotions run high, we sometimes need to step back and use a passion for calm, cool, critical thinking. This helps us better understand the positions and arguments of people who see things differently from us, as well as our own positions and arguments. And we can use critical thinking skills help to try to figure out which positions are best, in terms of being supported by good arguments: after all, we might have much to learn from other people, sometimes that our own views should change, for the better. Here we use basic critical thinking skills to argue that abortion is typically not morally wrong. We begin with less morally-controversial claims: adults, children and babies are wrong to kill and wrong to kill, fundamentally, because they, we, are conscious, aware and have feelings. We argue that since early fetuses entirely lack these characteristics, they are not inherently wrong to kill and so most abortions are not morally wrong, since most abortions are done early in pregnancy, before consciousness and feeling develop in the fetus. Furthermore, since the right to life is not the right to someone else’s body, fetuses might not have the right to the pregnant woman’s body—which she has the right to—and so she has the right to not allow the fetus use of her body. This further justifies abortion, at least until technology allows for the removal of fetuses to other wombs. Since morally permissible actions should be legal, abortions should be legal: it is an injustice to criminalize actions that are not wrong. In the course of arguing for these claims, we: 1. discuss how to best define abortion; 2. dismiss many common “question-begging” arguments that merely assume their conclusions, instead of giving genuine reasons for them; 3. refute some often-heard “everyday arguments” about abortion, on all sides; 4. explain why the most influential philosophical arguments against abortion are unsuccessful; 5. provide some positive arguments that at least early abortions are not wrong; 6. briefly discuss the ethics and legality of later abortions, and more. This essay is not a “how to win an argument” piece or a tract or any kind of apologetics. It is not designed to help anyone “win” debates: everybody “wins” on this issue when we calmly and respectfully engage arguments with care, charity, honesty and humility. This book is merely a reasoned, systematic introduction to the issues that we hope models these skills and virtues. Its discussion should not be taken as absolute “proof” of anything: much more needs to be understood and carefully discussed—always.

The 'Pocket Guide to Health Promotion' is a short, punchy and practical guide aimed at students and practitioners. The book includes precise definitions and examples of key concepts and methods in health promotion practice and a chapter by chapter description of the management planning, strategy selection, implementation and evaluation of health promotion programmes. Written in an accessible and concise style, the book offers the reader a practical and flexible resource that is ideal for students and practitioners looking to plan and implement health promotion activities. A must buy for those new to health promotion or who want a pocket guide to this core health activity. "Clearly written and practical, this excellent guide will prove indispensible to practitioners of health promotion globally, and a very useful starting point for students. It will be worth buying a pocket to put it in!" David Ross, Professor of Epidemiology and International Public Health, London School of Hygiene and Tropical Medicine, UK "The Pocket Guide to Health Promotion is easy to navigate with complex concepts in health promotion explained in a user-friendly way. Whether you are practicing health promotion or studying the discipline, this will be a welcome addition to any book shelf." Dr James Woodall, Co-Director of the Centre for Health Promotion Research & Course Leader MSc Public Health, Leeds Metropolitan University, UK