The Green Banana Papers: Marketing Secrets for Technology Entrepreneurs

AboveNet advertising agency agency's answer audience better brainstorming brand build business-to-business buyer campaign CHRIS COLEMAN client co-op collateral company's competitive competitors Complicated Widgitology consultant corporate brochure cost creative credibility decision develop direct mail Direct Marketing dollars elevator statement employees entrepreneurs executives expect firm focus Fortune 500 Geoffrey Moore goal Green Banana happens hire ideas industry look marketing budget marketing department marketing plan marketing staff measure ment months Outstanding Needs Improvement person piece positioning statement problem promotion prospects questions Randy Smith Reed Elsevier relationship sales force salespeople segment sell SMART CLIENT Software Company spend strategy stuff target market tech technobabble Telemarketer Telesales tell there's thing thousand tion trade shows understand waste weasel words what's