Awkward Cousins: Scholarship and Marketing as Related Disciplines
Most scholars I know grimace when they think about promoting their ideas outside academia. Indeed, that used to be my reaction until I recognized that publishing articles in peer-reviewed journals is a lot like positioning a new product or service in the marketplace.
On the surface, scholarship and marketing seem like radically different activities—but only on the surface. Once you acknowledge, with author Daniel Pink, that selling ideas is a fundamentally human endeavor, then the similarities …
