+ 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.
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.
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.