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Current political pressure on scientists to become more market-oriented is making them reposition themselves and learn about research marketing, says Till C. Jelitto in this letter to Nature.

He argues that academic scientists must stop trying to sell their achievements to the public, and instead market them by considering public needs right at the beginning of their endeavours.

Scientists, he says, should be less concerned with the 'public understanding of science' and more with scientists' understanding of the public.

Reference: Nature 417, 787 (2002)

Link to Jelitto's letter in Nature

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