Marketing for Scientists
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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.
"Kuchner's book, Marketing for scientists, really helps to lead us down the path toward professional success....a must-read for ecologists and, indeed, for all scientists, mathematicians, and engineers at all career stages."
"...fun to read."
"A book that understands both the mechanics of marketing and the nuances of the crazy but wonderful world of science, a world that is populated by people, not just data. Kuchner successfully gives a plethora of recommendations that are both accurate and contextual for a scientist's work…ProfHacker readers should buy this book."
Chronicle of Higher Education ProfHacker blog
"All too often, the scientist is oblivious to all that's obvious to the marketing professional. Kuchner's book on this very subject, the first of its kind, arrives at a time when the intersection between the research frontier and the public's access to it is most in need of repair."
Neil deGrasse Tyson, Astrophysicist, American Museum of Natural History
"What do you get when you cross a country music songwriter with an astrophysicist? A comprehensive tool kit for scientists who want to learn how to land their next grant, project, or job. Kuchner shows how marketing can be used to build relationships to advance your career and effectively promote science to the public. Chock full of stories and real-world examples, this engaging book will help you do both, whether you are a veteran science communicator or just learning the ropes."
Heidi B. Hammel, Executive Vice President, AURA, and recipient of the Carl Sagan Medal
"The new book Marketing for Scientists belongs, not on every scientist's bookshelf, but on their desk! It's a useful, savvy guide for scientists on how to market their work and themselves, to the benefit of their career, their field, and science in general."
"Whether it's selling a new ingredient or formulation concept to marketing, getting a promotion or fighting disinformation and bad science, Marketing for Scientists is a great read for the cosmetic chemist."
"Marketing for Scientists is a strong pick for anyone in a science career who often feels the money need[ed] to succeed just isn't there."
Midwest Book Review
Chapter 1. Business
Chapter 2. The Fundamental Theorem of Marketing
Chapter 3. How to Sell Something
Chapter 4. Building Relationships
Chapter 5. Branding
Chapter 6. Archetypes
Chapter 7. The Consumers of Science
Chapter 8. Our Products: How We Get Job Offers and Funding
Chapter 9. Writing Proposals and Making Figures
Chapter 10. Papers and Conferences
Chapter 11. Giving Talks
Chapter 12. Internet and E-mail Marketing
Chapter 13. The General Public and the Government
Chapter 14. How to Market Science Itself
Chapter 15. Starting a Movement
Take-Home Marketing Tips for Scientists
Marketing for Scientists was awarded the 2013 Gold medal in the careers category of the Axiom Business Book Awards and the 2012 Silver Nautilus Book Award in Business/Leadership.
On April 22, scientists, science lovers, and others united in marches around the world in the name of science. The largest of the over 600 marches occurred in Washington, DC. This demonstration was particularly important given a political climate which glorifies "alternative facts," and which many fear will lead to scientific data being censored, dismissed, or even destroyed for contradicting political or business interests. To show our support for truth, a few Island Press (IP) staff members and authors made their way to D.C. and took to the streets for the March for Science. Here is what some authors had to say, along with photos of the event that IP staffer Maureen Gately captured.
“As times goes on, as the glaciers recede, as the tundra melts, as the oceans acidify, we must turn more and more to the most enlightening people on the planet - scientists! We need their voices in congress, in state legislatures, in city council meetings, in town hall meetings, and in every corner of the social networks. This has always been true, but never more so than in this unfortunate time of being faced simultaneously with the twin threats of climate change and the willful ignorance represented by climate denial. Thank scientists for their research, but doubly thank them for sharing their knowledge with the public, and triply thank them if they run for office!”
"Despite only covering a few blocks, the March was surprisingly exhausting. When we finally careened to a halt in a parking lot in front of the capital, my jeans were soaked, my throat was hoarse, my cell phone was about dead. I didn't bring my own sign, but a little girl lent me hers, dripping green magic marker. Good thing Maureen Gately brought a goofy umbrella that was easy to spot. We tumbled into Union Pub and I seem to remember that everyone who was there including me somehow agreed it was the best grilled cheese we'd ever had"
Do you have any reflections on the March for Science? If so, share them in the comments below.
Island Press' Associate Director of Marketing.