370 Bibliography

+ Davidow, William. 1986. High Technology Marketing: An Insider's View. New York: Free Press.

A fine book of stories. I recommend spending about two hours to outline the

material and get the author's advice. The sixteen rules (i.e., questions, just like the Bell-Mason Diagnostic) presented in Chapter 11 ("Do You Have Marketing?") are worth understanding and following.

Davis, Robert T., and F. Gordon Smith. 1984. Marketing in Emerging Companies. Reading, Mass.: Addison-Wesley.

Contains good insights and much good advice about marketing and selling.

• Deal, Terrence E., and Allan A. Kennedy. 1982. Corporate Cultures: The Rites and Rituals o~ Corporate Life. Reading, Mass.: Addison-Wesley.

  DeMarco, Tom. 1982. Controlling Software Projects: Management, Measurement and Estima tion. Englewood Cliffs, N.J.: Yourdon Press, a Division of Prentice-Hall.

DePree, Max. 1989. Leadership Is an Art. New York: Doubleday.

• An excellent book describing the culture of Herman Miller, Inc.

Drucker, Peter F. 1985. Innovation and Entrepreneurship. New York: Harper & Row. A work that should be read rapidly and outlined if time permits.

Fairley, Richard. 1985. Software Engineering Concepts. New York: McGraw-Hill.

Presents concepts that should be understood if the start-up is engaged in software engineering.

• Gershman, Michael. 1990. Getting It Right the Second Time. Reading, Mass.: Addison- Wesley.

  Covers marketing dos and don'ts.

  Gilder, George. 1989. Microcosm: The Quantum Revolution in Economics and Technology. New York: Simon & Schuster.

• Gladstone, David J. 1988. Venture Capital Handbook. New York: Prentice-Hall.

• An essential book on raising capital, with a good discussion of the business plan.

  Goldberg, Adele, ed. 1988. A History of Personal Workstations. Proceedings of the History of Personal Workstations Conference (Jan. 1986). Reading, Mass.: Addison-Wesley.

• Grove, Andrew 5. 1983. High Output Management. New York: Random House.

• An excellent book on how to manage and how to increase management productivity. It would certainly be great if everyone read and in some way practiced this kind of management.