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Marketing for Scientists: How to Shine in Tough Times Paperback – November 15, 2011

ISBN-13: 978-1597269940 ISBN-10: 1597269948 Edition: 1st

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Product Details

  • Paperback: 248 pages
  • Publisher: Island Press; 1 edition (November 15, 2011)
  • Language: English
  • ISBN-10: 1597269948
  • ISBN-13: 978-1597269940
  • Product Dimensions: 6 x 0.7 x 9 inches
  • Shipping Weight: 10.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Best Sellers Rank: #222,234 in Books (See Top 100 in Books)

Editorial Reviews

Review

"...fun to read."
(Conservation Biology)


"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."
(Research Explainer)


"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."
(Chemists Corner)


"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)


"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."
(Ecology)

About the Author

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 published articles in journals including the Astrophysical Journal, Nature, and Astrobiology. He is also a successful country music songwriter.

More About the Author

Marc Kuchner is an astrophysicist at NASA's Goddard Space Flight Center and a country songwriter. He is the co-inventor of the band-limited coronagraph, a tool for finding planets around other stars that will be part of the James Webb Space Telescope. He is also known for his work on planets with exotic chemistries: ocean planets, helium planets, and carbon planets.

Kuchner took a year off from graduate school to intern in a Los Angeles recording studio that turned out to be a hotbed of country music. Since then, Kuchner has devoted much of his spare time to writing county songs in Nashville, TN. During these adventures in the music business, he developed an interest in marketing and realized that he could apply what he was learning in Nashville to help scientists. He enlisted the help of a few hundred of his colleagues on a Facebook group to try to piece together a new picture of how good marketing and good science can go hand in hand. The result is Marketing for Scientists: How to Shine in Tough Times, published by Island Press in November 2011.

Kuchner received his bachelor's degree in physics from Harvard and his Ph.D. in astronomy from Caltech. He was awarded the 2009 SPIE early career achievement award for his work on coronagraphy. He has contributed to more than 100 research papers and published articles in journals including the Astrophysical Journal, Nature, and Astrobiology. He appears as an expert commentator in the Emmy nominated National Geographic television show "Alien Earths" and frequently writes articles in Astronomy Magazine.

Customer Reviews

4.8 out of 5 stars
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I really think everyone could benefit from reading this.
Jacob O'Connell
It is an enjoyable and easy read, filled with so much useful information.
Christine M Pierce
I wish this book had been on my graduate student reading list!
Jordan Camp

Most Helpful Customer Reviews

10 of 10 people found the following review helpful By Debra Fischer on January 5, 2012
Format: Paperback Verified Purchase
This book was terrific - each chapter discusses a unique aspect of how to be a more effective scientist. This is a reminder that networking and marketing are really about community-building, not about manipulation or false advertising. I loved the chapter on archetypes that helped me think about whether the image that I (and my students) project is really the one that we mean to project. There are concrete suggestions for improving talks and presentations. And the book is interspersed with fun snipets about the secret life of a theoretical astrophysicist who also loves writing country music. After I read the book once, I started a second time, folding back the corners of pages with information that I wanted to pass on to my students and postdocs. When I realized that almost every page was being earmarked, I ordered copies for everyone in my group. This is a gem of a book! WOW! I loved it.
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3 of 3 people found the following review helpful By astronomer in europe on April 11, 2012
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This book provides a great outlook on ways to present science both cleverly and efficiently. I learned a lot of neat tricks and ideas that I should have know but had never really occurred to me. Now, I see my research and presentations a little differently, hopefully better. My only critique is that some of the advice is based on the American experience, i.e. research grants, dealing with politicians, etc. For someone wanting to work in Europe, Asia, etc., some of the advice might be difficult to incorporate in one's work.
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3 of 3 people found the following review helpful By David Goldhaber on February 5, 2012
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I'm a professor of physics at a major research university. My colleagues and I tend to consider marketing or salesmanship as at best necessary evils. This book takes a more positive and inclusive attitude toward marketing, casting it as being about relationship-building, and I have to say I'm convinced! The book helps us understand that everything we do has a customer (fellow scientists, neighbors or family, the public, Congress) and that we need to consider each customer's needs as we interact with him or her. Much of the first half of the book felt familiar and right to me -- I've long tried to convey these ideas to my proteges, but I don't do it systematically, and Marketing for Scientists makes the connections clearer than I have ever articulated. The second half of the book stretched my thinking more, and I expect it to be useful to me for years to come. The book's value is so clear to me that I bought copies for all of my 15 group members, and I plan to have us discuss and debate its ideas at group meetings in the coming month.

Full disclosure: I became aware of this book because Marc Kuchner is an old friend of mine (he even consulted me a couple of times while he was writing it). But I only suggested that my group members spend valuable time reading it because I feel it will transform how they convey their ideas and build relationships with colleagues.
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3 of 3 people found the following review helpful By Christine M Pierce on January 9, 2012
Format: Paperback
This book is fantastic. It is an enjoyable and easy read, filled with so much useful information. Marc Kuchner provides a thorough review of the field of marketing, and then applies these principles to science. He gives you the tools to obtain a successful career in science.

Academic institutions should highly recommend this book to their graduate students. It is an incredible resource for young scientists who are still shaping their senses of self, who are building their careers, and who hope to gain that competitive edge. My only complaint is that I wish it would have been available 5 years ago when I started my PhD degree!
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3 of 3 people found the following review helpful By David N Spergel on November 17, 2011
Format: Paperback
Kuchner's book is fun to read and most importantly, very useful. As a mentor for over 50 graduate students and postdocs, I found that the book conveyed many helpful ideas.

Scientists compete in the market place of ideas. Young scientists need to convince their colleagues that their ideas are compelling, their results are exciting and they are promising young scientists. As Kuchner stresses, this is marketing and that "marketing" is not a dirty word.

As soon as I finished the book, I immediately gave it to my wife and then to my current most senior graduate student.
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2 of 2 people found the following review helpful By Mario R. Perez on December 18, 2011
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This book is a refreshing addition to the science community seeking validation, funding and recognition. Marc Kuchner is an insider in this community since he is an active and competent scientist in his own right. This feature adds significant value and authority to many of the suggestions, techniques and views expressed throughout this book. Within its pages, there is something for everyone, including young students or newcomers and the seasoned practitioners in the field.

This book has plenty of good and proven advice about everything that can provide an edge or a differential advantage in the way scientists compete for grants, awards, prizes or even jobs.

Marketing among scientists is not a discipline that is understood, taught or is even in high esteem among the community, however, this inspiring and stimulating book will provide much-needed clarity and Marc's voice will intellectually enrich this on-going dialogue.
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1 of 1 people found the following review helpful By Jacob O'Connell on January 24, 2012
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Marketing for Scientists is a fantastic book that very effectively breaks down a lot of key aspects of marketing, and how they're applicable to people in academia. Marc does an excellent job using anecdotes and stories to get a point across, which is one of the techniques he discusses in the book.

I've been following the Marketing for Scientists blog for quite a while, and the fact the book is finally out is very exciting, it's a wonderful summation of everything discussed on the site, and even more!

Who Should buy this book? I really think everyone could benefit from reading this. Although the title is "Marketing for Scientists" it is a really great introduction to how to market yourself that can apply to anyone wanting to get better at communicating. There are a lot of very science oriented examples, and techniques but it's written in a format that is accessible to anyone (I read half of it in the first sitting!) I've been personally recommending it to all the faculty at my university (I'm a student still) and I've been hearing only good stuff back from them!

Bottom Line: Get this book, read it, and pass on the word!
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