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A must read for anybody involved in food and beverage brands. Discover the power of emotions to understand why and how individual consumers make taste choices through emotional preference. It will fundamentally change your understanding of food and drink brands by demonstrating: how consumers' tastes evolve and vary in different cultures and age groups, how to map and understand taste and its associated emotions, how to measure these emotions of taste, how to apply this knowledge to existing and new brands. In short, how understanding emotional taste preference can gain competitive advantage.
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About the Author

Derek started his long and active career in FMCG marketing as a graduate trainee with Cadbury Schweppes. He progressed to an international marketing role in Smith Kline Beecham (the precursor to GSK) and then became NPD Director for Bass brewers, the UK's largest brewer. In this senior marketing role he led a team which originated, developed and launched several multimillion pound brands which have stood the test of time to this day. In this latter role he became personally aware of the Marketing Clinic and recognized and actively used its unique methodology on several projects with success as a client. By his mid-thirties Thornton was Managing Director of Wrigley Chewing Gum in the UK. Previously he had been Head of New Products for Avon Cosmetics, Europe and Group Marketing Director of Cussons Imperial Leather. Encouraged by Unilever he founded The Marketing Clinic in 1984, where he continuously created, developed and improved many unique interconnected research methodologies to understand, predict and provide taste guidance to many global food and drink brands. The Taste Signature(R) has started a revolution in the way taste and flavour is evaluated and applied today.

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