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Marketing for Scientists: How to Shine in Tough Times

Marketing for Scientists: How to Shine in Tough Times

Paperback

By (author) Marc J. Kuchner

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  • Publisher: Shearwater Books,US
  • Format: Paperback | 240 pages
  • Dimensions: 152mm x 226mm x 16mm | 295g
  • Publication date: 30 April 2012
  • Publication City/Country: Washington
  • ISBN 10: 1597269948
  • ISBN 13: 9781597269940
  • Edition: 3
  • Edition statement: 3rd
  • Illustrations note: illustrations
  • Sales rank: 366,464

Product description

It's a tough time to be a scientist: universities are shutting science departments, funding organisations are facing flat budgets, and many newspapers have dropped their science sections altogether. But according to Marc Kuchner, this anti-science 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 endeavour, 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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Author information

Marc J. Kuchner is a staff scientist at NASA's Goddard Space Flight Center. He has contributed to more than 100 research papers and published articles in journals including the Astrophysical Journal, Nature, and Astrobiology.

Review quote

"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 "