Selling science how to use business skills to win support for scientific research
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New Jersey; London ; Singapore ; Beijing ; Shanghai ; Hong Kong ; Taipeh ; Chennai ; Tokyo
World Scientific
[2019]
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| 245 | 1 | 0 | |a Selling science |b how to use business skills to win support for scientific research |c Steven Judge, Richard Lucas ; with a forword by Professor Paddy Regan |
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| 500 | |a Includes bibliographical references and index | ||
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Datensatz im Suchindex
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| adam_text | Contents Foreword vii Preface ix About the Authors xi Chapter 1 Introduction Chapter 2 2.1 2.2 2.3 2.4 2.5 Information Gathering Why Is All This Information Needed? The Marketing Environment Gathering Information on the Long-Term Trends Gathering Information on Customers: Segmentation Competitor Analysis: Know Your Enemy 2.5.1 Gathering Information on Competitors 2.5.1.1 Who They Are 2.5.1.2 What They Sell into the Market You Are Interested in 2.5.1.3 What Market Share They Have 2.5.1.4 How They Promote Their Products 2.5.1.5 What Prices Do They Charge 2.5.1.6 How Might They React to Competition? xiii 1 3 3 4 5 9 16 19 19 20 20 20 20 21
xiv Chapter 3 Chapter 4 Contents Analysis 3.1 Introduction 3.2 SWOT Analysis 3.3 Market Attractiveness 3.4 Ansoff Matrix 3.5 Summary —Your Organization’s Mission and Vision 23 24 26 31 34 Deciding the Actions to Take 4.1 The Marketing Mix 4.2 Promotion: Communicating with Your Customers 4.2.1 Methods to Communicate with Your Customers 4.2.2 Strategic Versus Tactical Actions 4.2.3 The Product Lifecycle 4.2.3.1 Growth 4.2.3.2 Maturity 4.2.3.3 Decline 4.2.4 Matching the Message to the Customer 4.2.5 How People Buy — A Simple Model 4.2.6 Devising a Communication Plan 4.2.6.1 Industrial Exhibitions 4.2.6.1.1 Selecting the exhibition 4.2.6.1.2 Selecting the position of the booth 4.2.6.1.3 Laying out the booth 4.2.6.1.4 Attracting visitors 4.2.6.1.5 Practical arrangements 4.2.6.1.6 Sponsoring 4.2.6.1.7 During the event 4.2.6.1.8 After the event 4.2.6.2 Scientific Papers, Application Notes and Good Practice Guides 4.2.6.3 Training Courses 39 40 37 40 41 42 44 44 45 46 46 48 49 50 50 51 51 52 52 53 54 55 55 56
Contents 4.2.6.4 Guest Workers 4.2.6.5 Collaborative Projects 4.2.6.6 Use of the Internet 4.2.7 Drawing This All Together — The Promotional Plan 4.2.7.1 An Aim 4.2.7.2 The Segment (or Segments) You Want to Communicate with 4.2.7.3 A Message 4.2.7.4 A Way to Grab Attention (A) 4.2.7.5 A Way to Get the Customers Interested (I) 4.2.7.6 A Way to Get Your Customers to Want to Know More (D) Α.2.Ί.Ί A Way for the Customers to Act (A) 4.2.7.8 A Schedule 4.3 Setting Prices 4.3.1 Cost-Plus Pricing 4.3.2 ‘Me Too’ Pricing 4.3.3 Penetration Pricing 4.3.4 Premium Pricing 4.3.5 Charge What the Value Is to theCustomer 4.4 Place 4.5 Products 4.5.1 Intellectual Property Issues 4.5.1.1 Why Might It Be Worth Patenting Your Product or Idea? 4.5.1.2 What Can Be Patented? 4.5.1.3 What Must You Avoid Doing If You Are Thinking About Patenting Your Invention? 4.5.1.4 What Evidence Will You Need to Present? 4.5.1.5 How Do You Apply fora Patent? XV 56 57 57 58 59 59 59 59 59 59 60 60 60 60 61 61 62 62 63 64 68 70 70 71 72 72
Contents XVI 4.5.1.6 Why Might a Patent Application Be Refused? 4.5.1.7 What Do I Do If I Think Someone Infringes My Patent? 4.6 Service 4.6.1 Providing Training for Customer Service Staff 4.6.2 After-Sales Service 4.6.3 Responding to Complaints 4.6.4 Service-Level Agreements 4.7 Summary — Applying Product, Price, Place, Promotion and Service 78 Chapter 5 Recording the Analysis and Reporting the Outcomes 5.1 Reports 5.2 Measuring Progress 5.3 Seeking Feedback 81 82 83 84 Chapter 6 How to Use This Book 87 Chapter 7 The Last Word 93 72 73 73 74 74 76 77 Bibliography 95 Index 97
SELLING SCIENCE How to Use Business Skills to Win Support for Scientific Research 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. The book is a valuable resource for research scientists looking for ways to demonstrate the impact of their work, and for team leaders wanting to involve members of their team in developing their organization s strategy. Dr Steven Judge studied physics at the University of Oxford and is a qualified marketer. Richard Lucas is a certified programme manager with experience leading research teams. World Scientific www.worldscientific.com Q0170 he ISBN 978-1-78634-572-1 9781786345721
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| any_adam_object | 1 |
| author | Judge, Steven Lucas, Richard ca. 20.-21. Jh |
| author_GND | (DE-588)1197265449 (DE-588)1197266356 |
| author_facet | Judge, Steven Lucas, Richard ca. 20.-21. Jh |
| author_role | aut aut |
| author_sort | Judge, Steven |
| author_variant | s j sj r l rl |
| building | Verbundindex |
| bvnumber | BV046078641 |
| callnumber-first | T - Technology |
| callnumber-label | T175 |
| callnumber-raw | T175 |
| callnumber-search | T175 |
| callnumber-sort | T 3175 |
| callnumber-subject | T - General Technology |
| classification_rvk | ZG 9200 TB 4052 |
| ctrlnum | (OCoLC)1129400198 (DE-599)BVBBV046078641 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeine Naturwissenschaft Technik Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV046078641 |
| illustrated | Illustrated |
| indexdate | 2024-12-24T07:45:54Z |
| institution | BVB |
| isbn | 9781786347800 9781786345721 |
| language | English |
| lccn | 018014027 |
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| physical | xvi, 98 Seiten Illustrationen |
| publishDate | 2019 |
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| spellingShingle | Judge, Steven Lucas, Richard ca. 20.-21. Jh Selling science how to use business skills to win support for scientific research Research, Industrial Science and industry New products Marketing Wissenschaft (DE-588)4066562-8 gnd Ingenieur (DE-588)4026955-3 gnd Innovationsförderung (DE-588)4114020-5 gnd Projektfinanzierung (DE-588)4047425-2 gnd Forschungsförderung (DE-588)4125049-7 gnd Unternehmensberatung (DE-588)4078592-0 gnd |
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| title | Selling science how to use business skills to win support for scientific research |
| title_auth | Selling science how to use business skills to win support for scientific research |
| title_exact_search | Selling science how to use business skills to win support for scientific research |
| title_full | Selling science how to use business skills to win support for scientific research Steven Judge, Richard Lucas ; with a forword by Professor Paddy Regan |
| title_fullStr | Selling science how to use business skills to win support for scientific research Steven Judge, Richard Lucas ; with a forword by Professor Paddy Regan |
| title_full_unstemmed | Selling science how to use business skills to win support for scientific research Steven Judge, Richard Lucas ; with a forword by Professor Paddy Regan |
| title_short | Selling science |
| title_sort | selling science how to use business skills to win support for scientific research |
| title_sub | how to use business skills to win support for scientific research |
| topic | Research, Industrial Science and industry New products Marketing Wissenschaft (DE-588)4066562-8 gnd Ingenieur (DE-588)4026955-3 gnd Innovationsförderung (DE-588)4114020-5 gnd Projektfinanzierung (DE-588)4047425-2 gnd Forschungsförderung (DE-588)4125049-7 gnd Unternehmensberatung (DE-588)4078592-0 gnd |
| topic_facet | Research, Industrial Science and industry New products Marketing Wissenschaft Ingenieur Innovationsförderung Projektfinanzierung Forschungsförderung Unternehmensberatung |
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