Marketing for Scientists How to Shine in Tough Times (Audible Audio Edition) Marc Kuchner Audible Studios Books
Download As PDF : Marketing for Scientists How to Shine in Tough Times (Audible Audio Edition) Marc Kuchner Audible Studios Books
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.
Marketing for Scientists How to Shine in Tough Times (Audible Audio Edition) Marc Kuchner Audible Studios Books
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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Marketing for Scientists How to Shine in Tough Times (Audible Audio Edition) Marc Kuchner Audible Studios Books Reviews
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.
I chose this book to gain an insider's view of the world of academe. In particular, I was interested in learning the ropes, so to say, of leading a successful academic life. The book is written in an informal, comversational style. The chapter on "Branding" lists some of the Ries and Trout laws, with explanations. The chapter "The consumers of science", had a good bit of humour and wit. The chapter "Our Products How we get job offers and funding", was quite informative and helpful. The author has been a country songwriter also and draws some analogies from here also.
Mostly geared towards professors and others in academia, but it has useful tips for anyone in science. I read it as a PhD student.
Advisor recommended this book. A good read for new grad students/postdocs or any new scientist looking to better market him/herself.
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!
I found this book interesting, it provides some great ideas on how to improve the way in which scientists communicate and interact with each other and more importantly with general public and decision makers. Kushner reviews some of the usual communication barriers commonly encountered by scientists and tries to show how some marketing concepts and ideas may help them achieve their goals. I particularly liked the process that Kuchner generated to capture the tacit knowledge from so many scientists and communicators into a single book, this is in my opinion what makes this book so enjoyable. The quotes are superb.
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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