The Giant’s Ladder: The Science Professional’s Blueprint for Marketing Success
Original price was: $19.99.$15.80Current price is: $15.80.
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As a scientist or engineer, do you find the concept of marketing your work daunting? Are you struggling to get your scientific breakthrough the attention and success it deserves?
The Giant’s Ladder, by Elizabeth Chabe, offers a pathway to do just that. This guide is specifically crafted for scientists stepping into leadership roles, marketing professionals within scientific organizations, and communication experts in research institutions. It provides a clear, insightful approach to sharing and promoting scientific innovations, products, and services.
What’s Inside? This book offers a structured approach to marketing, specifically tailored for science professionals. It starts with understanding your audience and extends to advanced concepts like product positioning, narrative development, and campaign planning. The content is rooted in real-world examples, providing actionable strategies that can be directly applied in professional settings.
Key Features:
Audience Insight: Learn how to accurately identify and understand your target market.Strategic Positioning: Uncover methods for competitive analysis and effective product positioning in science and technology sectors.Brand Storytelling: Explore methods to craft compelling brand narratives that connect with your audience.Campaign Development: Acquire insights on integrating creativity with analytical thinking in developing marketing campaigns.Channel Selection: Receive guidance on choosing the most effective channels for communication, including digital and traditional media.Event Strategy: Discover practical advice for making a strong impression―and maximizing limited budgets―at trade shows and conferences.Data Utilization: Understand how to leverage data and analytics to refine your marketing approaches and measure success effectively.
Authored by Elizabeth Chabe, acclaimed strategic marketing expert and CEO of the award-winning science marketing agency High Touch Group, The Giant’s Ladder is an indispensable resource for scientists and engineers looking to effectively market their innovations.
From the Publisher
How can we transform science professionals into persuasive, strategic marketers?
CEO and author Elizabeth Chabe offers science professionals the marketing knowledge and tools needed to gain visibility, resonance, and impact for their work. Beginning with essential principles like identifying target audiences, developing value propositions, and choosing optimal channels, Chabe’s book progresses to examine creative ideation, branding, analytics and more. Real-world case studies showcase effective science marketing strategies across disciplines.
The Giant’s Ladder equips readers with practical insights on positioning products, crafting compelling narratives, planning successful campaigns, using analytics, and navigating events like trade shows. Blending creativity with analytical rigor, scale this step-by-step “ladder” that empowers scientists, engineers, and innovators to make their work stand out.
Publisher : Advantage Media Group (January 23, 2024)
Language : English
Paperback : 200 pages
ISBN-10 : 1642256021
ISBN-13 : 978-1642256024
Item Weight : 9.6 ounces
Dimensions : 6 x 0.5 x 9 inches
Customers say
Customers find the book’s advice excellent, practical, and helpful. They describe it as interesting, enjoyable, and a great business read. Readers praise the author’s clear and engaging writing style.
AI-generated from the text of customer reviews
8 reviews for The Giant’s Ladder: The Science Professional’s Blueprint for Marketing Success
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Charlene Hernes –
This was a great read and help for people trying to sell their books!
This book was a very well thought out book. The author did some excellent research. The author gave some excellent work in order to help people with marketing their business, or products, and what ever else they maybe trying to market. The author gives some great tips to help other businesses, and or people trying to get their products noticed.I can understand, with being a representative for Avon. It is sometimes difficult in my area to get people to buy due to their are so many representatives in the area. I try different things to get people to buy Avon from me. I have some places that allow me to put my books, and that is how I get some customers. I appreciate the ideas the author gave.I would definitely give this a 5-star rating. I hope to read more from the author. I would also recommend this to others also if they are trying to sell things or market. I hope to hear more from the author.
Anna –
Great book
This book was highly interesting. I found the authorâs perspective and knowledgeable approach to providing a comprehensive guide to promoting and marketing scientific breakthroughs to be engaging. Its written and meant for scientists and engineers who are in these fields, however, is easy to read and comprehensive with a pragmatic approach. The authorâs practical approach is incredibly helpful and provides great strategies to enter the marketing world. This is a must-have for any scientist or engineer who wants to further themselves and their career. I would highly recommend this book to anyone interested in this particular subject. Elizabeth Chabe is an expert in her field and shows. Great book!
Natalie –
Very engaging and valuable information
As for someone who this book wasnât really written for, this was still enjoyable and insightful. Itâs not written like a stale textbook but still is effective at delivering the information. I could potentially see myself getting into marketing. As an artist, I have to market myself and my work obviously, but outside of that I have worked retail and probably will go back to retail as soon as I can stand for more than 10 minutes without pain. I could see myself having the potential to move up into corporate. While this is not necessarily the science world of marketing that Chabe is speaking of, many of her points still relate. My boyfriend and I were actually weighing the idea of creating our own video game and I definitely think I could see myself referring back to this book if that ends up working out.
Andrea Cercado –
Great for those in the scientific community and beyond
I feel like marketing is everywhere and applies to all types of careers but people donât realize it. Some may not even think science relates at all with marketing but I know that, even if itâs not in the traditional sense, science is no different than a business, as gaining recognition for oneâs research is not easy. I found one of the points presented quite interesting: while scientific progress has traditionally been centered around discovery, the modern scientist must also master the art of persuasion. If you think about it, through social media, podcasts, conferences, and traditional media, discoveries are shared and discussed. This is where science marketing comes into action. I loved the simple explanation of how this can be viewed as an intersection of science, business and communication. While I know it makes it sound simple, I know how complex marketing concepts are so I think this book would be of great help for science professionals.
Samantha Martin –
Game-Changer for Science & Engineering Pros! Great business read that I breezed through.
The Giant’s Ladder is an absolute gem! If you’re in the science or engineering world and itching to up your marketing game, this is THE book.Chabe, who’s a rockstar CEO and marketing pro, shares the insider secrets on how to blend creativity with strategy. It’s like a step-by-step guide, from identifying your audience to crafting stories that stick. The real-world case studies are gold and clearly pulled from her experience in the trenches of business.As a science nerd myself, this book is like a marketing cheat sheet. It evolved my understanding of marketing and I have found myself applying her lessons. Her style is refreshingly real, and you can feel her passion. It’s not just a book; it’s your secret weapon to crush it in a notoriously difficult division of marketing. Trust me, you won’t be able to put it down!” ðâ¨
N.N –
Breaking Boundaries
This book by Elizabeth Chabe is a compelling and informative guide that demystifies the world of marketing for professionals in scientific and engineering fields. Chabe’s practical approach and insider insights offer invaluable strategies for navigating marketing effectively, whether you’re an expert or novice. Covering essential topics like identifying target audiences and crafting compelling brand narratives, this book provides a clear roadmap to success in promoting scientific breakthroughs. Accessible and comprehensive, it is a must-read resource for anyone looking to advance their career in these fields.
Mariah James –
Master Scientific Marketing!
I was pleasantly surprised with this book! It’s an incredible guide and resource that provides valuable insights and practical strategies for science professionals who are particularly interested in mastering marketing. It not only provides practical guidance but also emphasizes the importance of strong science marketers in solving global challenges through scientific innovation. From climate change to public health, the book highlights the incredible challenges scientists face and the need to effectively communicate their discoveries and innovations. The author takes readers on a fascinating journey, showcasing the power of effective marketing in driving societal transformation. I really appreciated the bookâs emphasis on developing the right message for the right target audience; I found that section very insightful. Overall, this book is a must-read for those interested in science marketing and its potential to make a positive impact on the world.
Let Them Eat Cake –
Scientists are not known generally as marketing gurus, preferring to spend their time focussing on developing whatever their specialised training leads them to explore, but in today’s world it is not enough to create or invent new and useful things – one has to engage in the world of marketing to bring the product to the attention of the world!This volume is a comprehensive examination of the modern tools and techniques available to help take a product from development to the market, offering strategies and advice to the science community to help bridge the gap between creating something useful and bringing it to the attention of the consumer.