Marketing Scientific Results and Services: A Toolkit
Table of contents
PREFACE, Professor Philip Kotler
PART ONE: STRATEGIC MARKETING
Introduction
CHAPTER 1. Marketing scientific results and services: basic concepts
0. Chapter objectives
1. What is marketing
2. Is marketing relevant to the world of science
3. Marketing pre-existing technologies
4. The power of perception
5. 'Customer satisfaction: whose and with what
6. A 'marketing mix' for RTOs
7. Other 'basics': 'farming' vs 'hunting' for clients and prospects
8. A caveat: balancing satisfaction and innovation
9. References
CHAPTER 2. Using market research to improve business relationships
0. Chapter objectives
1. Background
2. Commercializing research results: the big picture
3. Case study: CSIRO and LBNL national R&D laboratories
4. Case study: Muenster and Adelaide Universities
5. Comparing attitudes and perceptions across RTOs and across national
boundaries
6. Implications of the results for strategic planning
CHAPTER 3. Using market research to assess the value of, and the market
for, new technologies
0. Chapter objectives
1. Business intelligence and market analysis to support commercialization:
why its essential
2. When to use a preliminary analysis
3. Case study: the Quicklook methodology
4. Progressing to comprehensive analyses
5. Conclusions
6. References
CHAPTER 4. RTO competitor and stakeholder analyses for a more competitive
market positioning
0. Chapter objectives
1. What is a 'competitor'
2. Determining customer 'care-abouts'
3. Identifying indicators for critical attributes
4. Case study: Food Science Australia
5. What is a 'stakeholder'
6. Prioritizing stakeholders
7. Identifying concerns, perceptions, values
8. Developing a compelling value proposition
9. Setting strategic objectives
10 Case study: Centers of Excellence
10. References
CHAPTER 6. New directions in RTO marketing
0. Chapter objectives
1. A short history of research commercialization
2. The rise of the corporation, the domination of growth as a social
value
3. The impact of corporate growth values on scientific research
4. Strategic marketing activities to support sustainable innovation:
Triple bottom line market impact analyses
5. Social marketing
6. Collaborative public good research projects
7. Community consultation
8. New models of identifying and qualifying prospects
9. Supporting client management innovation
10. References
PART TWO: OPERATIONAL MARKETING
Introduction
CHAPTER 7: Designing and using a customer database
0. Chapter objectives
1. Background
2. The basics of customer databases
3. Design team decisions
4. Using a database to identify priority customers
5. Testing, using and maintaining the database
6. Other sources of customer information
7. References
CHAPTER 8: Introduction to marketing promotional tools
0. Chapter objectives
1. Background
2. Confronting cultural differences
3. Planning promotional activities
4. What are 'promotional mechanisms'
5. References
CHAPTER 9: Corporate identity and organizational communications policies
0. Chapter objectives
1. Background
2. Planning a corporate identity campaign
3. Elements of an effective corporate identity campaign
4. Developing a corporate communications policy manual
5. Evaluating communications activities
6. References
CHAPTER 10: Making use of credible staff: effective presentation and
media skills
0. Chapter objectives
1. What is a presentation
2. Planning a presentation
3. Some notes about business presentations and customer visits
4. Interacting with the media
5. References
CHAPTER 11: Showcasing technologies and capabilities
0. Chapter objectives
1. Background
2. Investing in the right public events
3. Choosing the most appropriate level of involvement
4. Planning for effective event participation
5. Organizing a public event
6. Follow-up and evaluation
7. References
PART THREE: JOB TOOLS
Checklists, models and other job tools
Index
Size: 230 pp
US$115 plus 7.50 surface postage
Euros 109 plus 7.50 surface postage
A$149 plus 7.50 surface postages
