Marc Kuchner, author of Marketing for Scientists, spoke with the Nature journal blog Nature Materials about the need for today's scientists to market themselves and their work.

"Marketing can be applied to all different aspects of a scientist's career. So far I've been talking about marketing yourself when you're trying to get a job. But we also market our work to policy makers, to governments, to the public. There's a big crisis going on right now, where roughly half of adult Americans think that the Earth was formed less than 10,000 years ago, and a similar fraction of adult Americans don't know how long it takes for the Earth to go around the Sun. Marketing is useful for outreach, and I think that scientists can do outreach much better if they think about it in marketing terms. That's another change I'd like to see — scientists marketing their work to non-scientists much more powerfully."

Read the full interview here.