Applying for grants, bidding for project funding or helping to sell products are part of the day to day life of a research scientist. Drawing on experience at leading research institutes and companies, the authors of this book turned to best practice in marketing to make 'selling science' interesting and rewarding for scientists.

The central thesis of the book is that effective marketing means planning for the impact of research, and this is a skill that every scientist can easily acquire. It sets out a structured approach, supported by tools, checklists and hints from experience so that delivering impact from research becomes 'just the way things are done around here'. Starting with gathering background information (in much the same way as preparing the introduction to a scientific paper), the book describes methods to analyse the data and to implement a communication plan.

The book is a valuable resource for research scientists from any discipline, and for team leaders wanting to involve members of their team in developing their organization's strategy.

Contents: ForewordPrefaceAbout the AuthorsIntroductionInformation GatheringAnalysisDeciding the Actions to TakeRecording the Analysis and Reportingthe OutcomesHow to Use This BookThe Last WordBibliographyIndex
Readership: Early career research scientists from all disciplines (physics, chemistry, biology, mathematics, engineering etc) — at PhD / post-doctoral level, working at universities and national/international research establishments and commercial organizations; Doctoral training centres as these include some aspects of business skills, for example, the Manchester and Liverpool Doctoral Training Programme.
Key Features:Marketing terminology is used sparingly, to support scientists in communicating with colleagues in other departments without alienating the reader. Examples and checklists are all based on scientific marketsThe book also deliberately avoids using very detailed examples; the aim is that the reader applies the techniques to real examples from their workplace so that using the approaches becomes part of the day job

Richard Lucas

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