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Foreword
Preface
Acknowledgements
1. "It's Like Riding the Bull"
2. A New Business Called "Software"
3. Exceptional Software Leaders Are the Rule
4. Winning the War for Software Talent
5. Software Development--Completing A Mission Impossible
6. Marketing Gods Make Software Kings
7. Professional Software Services--Experts at Marketing Trust
8. Grow Your Partners to Grow Yourself
9. The Landscape of the Future
10. Staying on the Bull
Appendix I. The Survey--Scope and Methodology
Appendix II. Software History--An Overview
Notes
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