The Green Banana Papers : Marketing Secrets for Technology Entrepreneurs (Hardcover)

~ Chris Coleman (Author)

Editorial Reviews

Product Description

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 fail--and practical advice for entrepreneurs who don't have time or money to waste on experiments.

The Green Banana Papers is packed with valuable tips and insights you can use immediately. Finally, a book for the skeptical, the confused, the disappointed--and every other executive who's spent money on marketing but isn't sure why.

Chris Coleman founded Folio Z, the first technology marketing firm in the Southeast, in Atlanta in 1986. Her firm has launched, branded and promoted more than 200 technology products worldwide and merged recently with Multi-Media Holdings, Inc., in Washington, D.C. Coleman is co-author of Winning the Technology Talent War: A manager's guide to recruiting and retaining technical talent in a dot-com world and a member of the National Speakers Association.

About the Author

Chris Coleman founded Folio Z, the first technology marketing firm in the Southeast, in 1986. An award-winning copywriter and creative director, she now advises Folio Z clients on marketing and business strategy.

Chris is president of the Business & Technology Alliance, is a member of the board of directors of the Technology Executives Roundtable in Atlanta and the Technology Association of Georgia, has been listed in the Atlanta Business Chronicle "Who's Who In Technology" every year since 1995, and is a member of the Georgia 100 mentoring program.

Chris is also the co-author of "Winning The Technology Talent Wars," which will be published by McGraw-Hill in December 2000.

Product Details

• Hardcover: 203 pages
• Publisher: St. Barthelemey Press (October 30, 2000)
• Language: English
• ISBN-10: 1887617027
• ISBN-13: 978-1887617024
• Product Dimensions: 8.1 x 5.5 x 0.8 inches
• Shipping Weight: 14.7 ounces
• Average Customer Review: 4.8 out of 5 stars  See all reviews (6 customer reviews)
• Amazon.com Sales Rank: #364,114 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars Pick Up, Put Down, Pick Up - A Great Reference, December 5, 2000

By	Stephnie Jackson (Atlanta, GA United States) - See all my reviews

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!

3 of 4 people found the following review helpful:

5.0 out of 5 stars Pick Up, Put Down, Pick Up - A Great Reference, December 5, 2000

By	Stephnie Jackson (Atlanta, GA United States) - See all my reviews

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!

5.0 out of 5 stars An excellent, pragmatic marketing book, June 6, 2008

By	Andrew Everett (Santa Monica, CA USA) - See all my reviews (REAL NAME)

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.