- Ch. 1: Business
- Ch. 2: Fundamental Theorem
- Ch. 3: Sales
- Ch. 4: Relationship Building
- Ch. 5: Branding
- Ch. 6: Archetypes
- Ch. 7: Consumers
- Ch 8: Our Products
- Ch. 9: Proposals & Figures
- Ch. 10: Papers & Conferences
- Ch. 11: Giving Talks
- Ch. 12: Internet
- Ch. 13: The Public & the Govt.
- Ch. 14: Science Itself
- Ch. 15: Starting a Movement
- Further Reading
- More Useful Links
Links for Chapter 2. The Fundamental Theorem of Marketing
Widely quoted article by Theodore Levitt arguing that businesses will fail in the long term unless they define themselves in terms of consumer needs–a concept that wasn’t understood in 1960.
I’ve taken this article as the basis for my preferred definition of the word “marketing”. There are certainly many other definitions out there, but to my precisely honed scientific sensibilities, the alternatives seem uncomfortably vague.
The classic paper by A.H. Maslow that introduced his “Hierarchy of Needs”. It’s also interesting to read some of the criticism of this concept, e.g. in the wikipedia article about it.
New York Times article about how botanical gardens are rebranding themselves as foodie destinations. That’s one way to stay on top of Maslow’s hierarchy of needs. Harvard has also gotten into the game of teaching science through food.
- series of professional development workshops, and a book published by Island Press, meant to help scientists, engineers, and doctors build the careers they want and shape the public debate. Because sometimes, unlocking the mysteries of the universe just isn't enough.
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