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In the health and fitness industry truth is a scarce commodity, charges Dr. Larry M. Forness. American consumers, exposed to a daily barrage of hype and misinformation about products and services claiming to make them healthier and more attractive, annually spend forty billion dollars -- needlessly -- on a cornucopia of vitamins, minerals, herbal supplements, ergogenic aids, fitness equipment and apparel, and alternative healthcare treatments. In this "survival manual" Forness's goal is to teach consumers the critical tools to make them more knowledgeable about questionable products and services. The topics covered include the real meaning of "scientifically proven, " how to analyze such claims as "more energy" and "improved strength, " alternative healthcare treatments vs. hard science, fad diets, aging remedies, abuse of the labels "certified" and "licensed, " plus an extremely useful glossary explaining commonly used marketing terms. Before you begin yet another weight loss or fitness program or buy t next healthcare product, you owe it to yourself to read what Dr. Forness has to say.

The pursuit of wellness has become a fundamental and familiar part of everyday life in America. We are surrounded by an enticing world of products, practices, and promotions assuring health and happiness -- cereal boxes claim that their contents can reduce the risk of heart disease, bars of aromatherapy soap seek to wash away our stresses, newspapers celebrate the wonders of the latest superfoods and herbal remedies. No longer confined to the domain of Western medicine, suggestions for healthy living often turn to alternatives originating in distant times and places, in cultures very different from our own. Diets from ancient or remote groups are presented as cures for everything from colds to cancer; exercise regimens based on Eastern philosophies are heralded as paths to physical health and spiritual wellbeing. In New Age Capitalism, Kimberly Lau examines the ideological work that has created this billion-dollar business and allowed "Eastern" and other non-Western traditions to be co-opted by Western capitalism. Extending the orientalist logic to the business of health and wellness, American companies have created a lucrative and competitive market for their products, encouraging consumers to believe that they are making the right choices for personal as well as planetary health. In reality, alternative health practices have been commodified for an American public longing not only for health and wellness but also for authenticity, tradition, and a connection to the cultures of an imagined Edenic past. Although consumers might prefer to buy into "authentic" non-Western therapies, New Age Capitalism argues that the market economy makes this goal unattainable.

Whole product - [productdoughnut diagramIn marketing], a whole product is a generic product augmented by everything that is needed for the [[customer to have a compelling reason to buy. The generic product is what is usually shipped to the customer.

Giffen good - A Giffen good is a product for which a rise in price of this product makes people buy even more of the product. Giffen goods may or may not exist in the real world, but there is an economic model that explains how such a thing could exist.

Herose - AmG-Herose Pharma International Pte Ltd is a Singapore-based pharmaceutical company specialized in natural herbal remedies for the treatment of psoriasis and eczema. Its principal product is a very expensive herbal treatment, HeroseÂ® Psoria Capsule, which claims to be a highly effective cure for psoriasis with a normalization of the skin, with no relapses and side effects.

Planned obsolescence - Planned obsolescence (also built-in obsolescence (UK)) is the conscious decision on the part of an agency to produce a consumer product that will become obsolete and/or non-functional in a defined time frame. Planned obsolescence has great benefits for a producer in that it means a consumer will buy their product repeatedly, as their old one is no longer functional or desirable.

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