The Green Banana Papers : Marketing Secrets for Technology Entrepreneurs

By Chris Coleman

Plenty has already been written about marketing theory and planning. That's not what this book is about. Instead, it's a no-nonsense look at what really causes technology marketing to succeed or... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 1887617027
• ISBN13: 9781887617024
• Release Date: October 2000
• Publisher: St. Barthelemey Press
• Length: 203 Pages
• Weight: 0.95 lbs.
• Dimensions: 0.8" x 5.5" x 8.1"

Customer Reviews

An excellent, pragmatic marketing book

Written primarily for CEOs of technology startups, the concepts are more widely applicable in B2B marketing. The advice is pragmatic - obviously written by an experienced practitioner and not a theorist. Only one chapter deals with the green banana principle. At any any given time, ten percent of your target is evaluating a product for an immediate purchase decision. If your firm doesn't already have credibility with the prospect, it's too late to win the sale at this stage. You should be establishing awareness and credibility with the other 90% so you'll be considered when they are ready to buy. My favorite line from the book is this: "Never imitate you competitors. They don't know what they're doing either." That made me laugh.

A Big Fan

I wish I had bought Green Banana Papers before ever spending a dime on marketing. It's a candid conversation with a talented marketing veteran who has made a career out of making the tough decisions and winning. Coleman anticipated all my questions and answered each with clarity, intelligence and humor. Where's the sequel? I don't want the conversation to end!!!!!!!

Pick Up, Put Down, Pick Up - A Great Reference

This book is packed full of extremely timely and useful information for those who want to know what an 'intuitive thinking' marketing pro knows. It's fresh and practical, so it gets 4 stars. The layout and design is clean, crisp and draws you in with packaged snippets of advice and examples. Clean, simple visual communications bumps it up a star for me to a 5.Keep it around as a reference, pick it up and read a few pages, flip through it until your eyes zoom in on a few words that catch your attention. You'll either learn something or have something you believe to be true reconfirmed. A great reference!