Marketing for Scientists

by Kuchner, Marc J.

• ISBN13: 9781597269940
• ISBN10: 1597269948
• Format: Paperback
• Copyright: 2011-11-15
• Publisher: Island Pr

Summary

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.

Author Biography

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 journal articles. He is also a successful country music songwriter.

Table of Contents

Acknowledgments	p. ix
Introduction	p. 1
Business	p. 5
The Fundamental Theorem of Marketing	p. 11
How to Sell Something	p. 19
Building Relationships	p. 41
Branding	p. 63
Archetypes	p. 85
The Consumers of Science	p. 95
Our Products: How We Get Job Offers and Funding	p. 109
Writing Proposals and Making Figures	p. 123
Papers and Conferences	p. 131
Giving Talks	p. 143
Internet and E-mail Marketing	p. 157
The General Public and the Government	p. 173
How to Market Science Itself	p. 189
Starting a Movement	p. 207
Take-Home Marketing Tips for Scientists	p. 217
Notes	p. 219
Further Reading	p. 225
Index	p. 231
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