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Marketing for Scientists: How to Shine in Tough Times 3rd ed. Edition

4.7 out of 5 stars 21 customer reviews
ISBN-13: 978-1597269940
ISBN-10: 1597269948
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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.
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Product Details

  • Paperback: 248 pages
  • Publisher: Island Press; 3rd ed. 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: 4.7 out of 5 stars  See all reviews (21 customer reviews)
  • Amazon Best Sellers Rank: #678,085 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

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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Format: Paperback Verified Purchase
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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Format: Kindle Edition Verified Purchase
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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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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Format: Paperback
This is a great book! It teaches scientists precisely the things missing in their training. Personally, I find the title misleading, since the book covers topics from networking to relationship building, not just marketing. The author has gone through a huge effort to make sure all topics relevant to "marketing" in science are covered. Topic include how to get maximum readership for your paper, science webpage design, how to talk to funding agencies, and speaking to the press.

As a scientist, while the book helps bring in wisdom from the business world, it also translates a lot of business thought into a language that is understandable. For example, I now better appreciate what a product life-cycle is. In addition, unlike business books, which often pretend the message is simple and get preachy about their ideas, the author allows room for conflicting advice from experts, delves into why this might be so and then tries to reconcile different viewpoints. For example, when giving a talk, some scientists advocate starting with a joke or something light, while others advocate being serious and professional (The author says this difference arises from what stereotype you want to fight and what image you want to project to the audience).

Finally, the author stays away from reinventing the wheel, which is refreshing. He freely admits that none of the ideas are new and many scientists already employ them. He quotes colleagues, marketing experts and books directly rather than doing it all himself.

Personally, as an early career scientist, I have started incorporating some of the ideas in the book like collaborating more broadly when writing papers and coming up with a "Jenny Craig figure" and a "Family tree figure".
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