Marketing for Scientists: How to Shine in Tough Times

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Island Press, Jun 22, 2012 - Science - 248 pages
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It's a tough time to be a scientist: universities are shuttering science departments, federal funding agencies are facing flat budgets, and many newspapers have dropped their science sections altogether. But according to Marc Kuchner, this antiscience climate doesn't have to equal a career death knell-it just means scientists have to be savvier about promoting their work and themselves. In Marketing for Scientists, he provides clear, detailed advice about how to land a good job, win funding, and shape the public debate.

As an astrophysicist at NASA, Kuchner knows that "marketing" can seem like a superficial distraction, whether your daily work is searching for new planets or seeking a cure for cancer. In fact, he argues, it's a critical component of the modern scientific endeavor, not only advancing personal careers but also society's knowledge.

Kuchner approaches marketing as a science in itself. He translates theories about human interaction and sense of self into methods for building relationships-one of the most critical skills in any profession. And he explains how to brand yourself effectively-how to get articles published, give compelling presentations, use social media like Facebook and Twitter, and impress potential employers and funders.

Like any good scientist, Kuchner bases his conclusions on years of study and experimentation. In Marketing for Scientists, he distills the strategies needed to keep pace in a Web 2.0 world.
 

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User Review  - ProfMK - LibraryThing

An excellent treatment on how to let the world know about your ideas as a scientist (or any other academic) without pissing everyone off Read full review

Contents

Introduction
1
Chapter 1 Business
5
Chapter 2 The Fundamental Theorem of Marketing
11
Chapter 3 How to Sell Something
19
Chapter 4 Building Relationships
41
Chapter 5 Branding
63
Chapter 6 Archetypes
85
Chapter 7 The Consumers of Science
95
Chapter 11 Giving Talks
143
Chapter 12 Internet and Email Marketing
157
Chapter 13 The General Public and the Government
173
Chapter 14 How to Market Science Itself
189
Chapter 15 Starting a Movement
207
TakeHome Marketing Tips for Scientists
217
Notes
219
Further Reading
225

How We Get Job Offers and Funding
109
Chapter 9 Writing Proposals and Making Figures
123
Chapter 10 Papers and Conferences
131

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About the author (2012)

Marc J. Kuchner is a staff scientist at NASA's Goddard Space Flight Center. He has contributed to more than one hundred research papers and published articles in journals including the Astrophysical Journal, Nature, and Astrobiology. He is also a successful country music songwriter.

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