In this Book

summary
Although encouraging people to eat more nutritiously can promote better health, most efforts by companies, health professionals, and even parents are disappointingly ineffective. Brian Wansinks Marketing Nutrition focuses on why people eat the foods they do, and what can be done to improve their nutrition. Wansink argues that the true challenge in marketing nutrition lies in leveraging new tools of consumer psychology (which he specifically demonstrates) and by applying lessons from other products failures and successes. The key problem with marketing nutrition remains, after all, marketing.

Table of Contents

  1. Cover
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  1. Title Page
  2. p. iii
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  1. Copyright Page
  2. p. iv
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  1. Table of Contents
  2. pp. vii-viii
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  1. Acknowledgments
  2. p. ix
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  1. Credits
  2. pp. xi-xii
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  1. Introduction
  2. pp. 1-10
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  1. PART 1: SECRETS ABOUT FOOD AND PEOPLE
  2. p. 11
  1. 1. Nutrition Knowledge That Matters
  2. pp. 13-20
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  1. 2. Classified World War II Food Secrets
  2. pp. 21-32
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  1. 3. If It Sounds Good, It Tatsts Good
  2. pp. 33-44
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  1. PART 2: TOOLS FOR TARGETING
  2. p. 45
  1. 4. Profiling the Perfect Consumer
  2. pp. 47-60
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  1. 5. Mental Maps That Lead to Consumer Insights
  2. pp. 61-72
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  1. 6. Targeting Nutritional Gatekeepers
  2. pp. 73-82
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  1. PART 3: THE HEALTH OF NATIONS
  2. p. 83
  1. 7. The De-marketing of Obesity
  2. pp. 85-99
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  1. 8. Why Five-a-Day Programs Often Fail
  2. pp. 100-107
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  1. 9. Winning the Biotechnology Battle
  2. pp. 108-120
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  1. 10. Managing Consumer Reactions to Food Crises
  2. pp. 121-135
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  1. PART 4: LABELING THAT ACTUALLY WORKS
  2. p. 137
  1. 11. Leveraging Food and Drug Administration Health Claims
  2. pp. 139-149
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  1. 12. Health Claims: When Less Equals More
  2. pp. 150-158
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  1. PART FIVE: MARKETING NUTRITION
  2. p. 159
  1. 13. Introducing Unfamiliar Foods to Unfamiliar Lands
  2. pp. 161-171
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  1. 14. Global Best Practices
  2. pp. 172-184
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  1. Conclusion: Looking Backward and Speeding Forward
  2. pp. 185-196
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  1. References and Suggested Readings
  2. pp. 197-204
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  1. Index
  2. pp. 205-206
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Additional Information

ISBN
9780252092794
Related ISBN
9780252029424
MARC Record
OCLC
815477963
Pages
224
Launched on MUSE
2013-01-01
Language
English
Open Access
No
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