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Contents Acknowledgments / ix Credits / xi Introduction / 1 part 1: secrets about food and people 1. Nutrition Knowledge That Matters / 13 2. Classified World War II Food Secrets / 21 3. If It Sounds Good, It Tastes Good / 33 part 2: tools for targeting 4. Profiling the Perfect Consumer / 47 5. Mental Maps That Lead to Consumer Insights / 61 6. Targeting Nutritional Gatekeepers / 73 part 3: the health of nations 7. The De-marketing of Obesity / 85 8. Why Five-a-Day Programs Often Fail / 100 9. Winning the Biotechnology Battle / 108 10. Managing Consumer Reactions to Food Crises / 121 part 4: labeling that actually works 11. Leveraging Food and Drug Administration Health Claims / 139 12. Health Claims: When Less Equals More / 150 00.FM.i-xiv_Wans.indd฀฀฀7 3/30/05฀฀฀2:46:00฀PM part 5: marketing nutrition 13. Introducing Unfamiliar Foods to Unfamiliar Lands / 161 14. Global Best Practices / 172 Conclusion: Looking Backward and Speeding Forward / 185 References and Suggested Readings / 197 Index / 205 00.FM.i-xiv_Wans.indd฀฀฀8 3/30/05฀฀฀2:46:00฀PM ...

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