Marketing for Scientists: How to Shine in Tough Times

chapter 4

Links for Chapter 4. Building Relationships

Meeting people at a poster session.Cluetrain Manifesto

The webpage–and book–that announced to the business community, “markets are conversations.”

TCHO Chololates

The chocolate company that’s perfected the art of building collaborative relationships with its customers.

United Breaks Guitars

It used to be that companies could hide behind the wall of the television screen. But these days, if you don’t have a good relationship with your customers, they might make a video like this one about your company–a negative commercial that 13 million people will watch.

Leil Lowndes

Expert on relationship building, author of How to Talk to Anyone: 92 Little Tricks for Big Success in Relationships.

Marketing Your Science? Keep it Real: An Interview with Congressman Robert Walker, Part II

The former chair of the science committee talks about long-term relationships between scientists and congress.

The One-Minute Talk

Victoria McGovern’s article on what to do when you meet someone at a science conference.

The Foot-in-the-Door Technique

The Benjamin Franklin effect, viewed as a relationship building technique.

Permission Marketing

Seth Godin’s concept: how taking relationships one step at a time leads to a more satisfied customer base and more efficient use of marketing resources.

The Journal of Philanthropy

If you’re looking for private funding for a big science project, this is a good place to start.


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