This book is written for business professionals in sales and marketing functions of scientific products and services who seek to increase their revenue potential by employing more effective marketing. Leveraging the consumer psychology of scientists to solve the most fundamental challenge in science marketing--overcoming skepticism--this book provides a step-by-step approach to marketing programs that engage and persuade scientists. This book describes the model through illustrative examples from within the life science industry and provides a step-by-step guide for managers of any experience level to make all of the necessary critical strategic decisions, build the necessary framework, and successfully manage deployment of highly effective marketing campaigns.
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