Books  Reference  Career and Professional Development 

Marketing for Scientists: How to Shine in Tough Times

Handbook / Manual

By: Marc J Kuchner

248 pages, illustrations

Shearwater Books

Paperback | May 2012 | #197263 | ISBN-13: 9781597269940
Availability: Usually dispatched within 6 days Details
NHBS Price: £12.99 $16/€15 approx

About this book

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.

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.
- Astrophysicist, American Museum of Natural History, Neil deGrasse Tyson

"What do you get when you cross a country music songwriter with an astrophysicist? A comprehensive tool kit for scientists who want to know 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."
- Executive Vice President, AURA, and recipient of the Carl Sagan Medal, Heidi B. Hammel

"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."
- Chronicle of Higher Education ProfHacker



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-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
Further Reading

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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".

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