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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.

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

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.

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