Marketing for scientists : how to shine in tough times / Marc J. Kuchner.

Format:

Book

Author/Creator:

Kuchner, Marc J., 1972-

Contributor:

ebrary, Inc.

Language:

English

Subjects (All):

Science--Vocational guidance.

Science.

Physical Description:

1 online resource (x, 236 pages) : illustrations

Place of Publication:

Washington, DC : Island Press, [2012]

System Details:

text file

Summary:

While marketing and science may seem completely unrelated, author Kuchner, a staff scientist at NASA's Goddard Space Flight Center, argues that just the opposite is true--marketing is critical for scientists, not only in terms of advancing their careers but also in shaping the continuing public debate regarding science and science policy. During the course of his discussions, he taps real-world examples and his own experiences while explaining marketing theories. Annotation ©2012 Book News, Inc., Portland, OR (booknews.com)

Contents:

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 8 Our Products: How We Get Job Offers and Funding 109

Chapter 9 Writing Proposals and Making Figures 123

Chapter 10 Papers and Conferences 131

Chapter 11 Giving Talks 143

Chapter 12 Internet and E-mail Marketing 157

Chapter 13 The General Public and the Government 173

Chapter 14 How to Market Science Itself 189

Chapter 14 Starting a Movement 207.

Notes:

Description based on print version record.

Includes bibliographical references and index.

Electronic reproduction. Palo Alto, Calif. Available via World Wide Web.

Other Format:

Print version: Marketing for scientists.

ISBN:

1610911733

9781610911733

Publisher Number:

99949467831

Access Restriction:

Restricted for use by site license.