Preface -- Using marketing to create a new business with radically new product ideas -- Identifying an application and market -- Segmentation and positioning to maximise the value of a new technology and product application -- Adoption, diffusion, and understanding lead customers -- Competitive...

Preface: Traction Trumps Everything -- Traction Channels -- Traction Thinking -- Bullseye -- Traction Testing -- Critical Path -- Targeting Blogs -- Publicity -- Unconventional PR -- Search Engine Marketing (SEM) -- Social and Display Ads -- Offline Ads -- Search Engine Optimization (SEO) --...