“A collection of articles written by 35 experts in marketing and communications. The brief to the contributors was to take marketing science as their start point and show how they apply it or get inspiration from it. Essentially we’re talking about the importance of using the latest fact-based marketing thinking to do a better job – hence the reference in our title to healthy eating – and the need to counter hype and brief, gossamer trends with more systematic applied thinking.” Curated and edited by Snijders, with an amazing list of contributors, including: Mark Ritson, Kate Waters, Byron Sharp, Helen Edwards, Paul Feldwick, Richard Shotton, Sue Unerman, Phil Barden, Tess Alps, Peter Field, Bob Hoffman, and Faris Yakob.