Marketing Judo: Building Your Business Using Brains Not Budget - Softcover

Barnes, John; Richardson, Richard

Softcover

ISBN 10: 027366316X ISBN 13: 9780273663164

Publisher: Prentice Hall, 2002

Synopsis

  "I strongly advise anybody wanting to start up their own business to read Marketing Judo"

Sir John Harvey-Jones

  Marketing Judo aims to inspire people who want to build a brand or business but don’t have the budgets for conventional marketing. That’s the position the authors found themselves in when they bought the one Harry Ramsden’s fish and chip restaurant in Yorkshire over ten years ago. They fell into a way of thinking, which they now call Marketing Judo.   In judo, you lever other people’s strengths or assets to your own advantage. In judo, your mind matters more than your size. In judo, anyone can become a black belt if they move quickly, train hard enough and keep their balance when others don’t. Marketing Judo offers a framework for developing strategies and plans for small companies to do exactly that. It is a collection of real stories and events, from both the author's experiences and from other companies, from which the Marketing Judo principles evolved.

Around the world, big companies have never been so vulnerable. It’s always possible to find a competitive advantage, however big your opponent is, so join us on the "Tatami" or judo mat and learn how to use your brains rather than budgets, as we take you through the six principles of Marketing Judo.

Available as a short, entertaining easy read book or as an audio CD or cassette, featuring the authors live in front of an audience of businesspeople in Leeds.

 

About this title

From the Back Cover

"Modern business is only about flexibility of response and balance of organisation. The Judo metaphor is, therefore, perfect and I'll be amazed if readers don't get at least half a dozen new ideas for their businesses from this book. As a bonus, its a fun read"

Dr Chris Brady, Associate Dean, Cass Business School, City University and author, 90-Minute Manager

  This is a book for anybody who wants to build a brand or business, but who doesn’t have a big budget. That’s the position the authors found themselves in when they arrived at the original Harry Ramsden’s restaurant in Yorkshire over 10 years ago. They fell into a way of thinking, which they now call Marketing Judo, based on the principles of Judo where brains matter more than brawn, a formula that helped turn a single chip shop into a highly successful international brand on a shoestring.

Now they have developed a set of moves in a Game Plan to help you do the same for your business. Join the authors on the judo mat and learn how to lever the strength of others, move quickly and keep your balance (when others don’t) as you discover the seven moves of Marketing Judo. The many practical examples from a whole range of companies in a short, light-hearted read illustrate how it’s always possible to find a competitive advantage - however small your budget (or large your opponent!).

Edition details

• Publisher: Prentice Hall
• Publication date: 2002
• Language: English
• ISBN 10: 027366316X
• ISBN 13: 9780273663164
• Binding: Paperback
• Edition number: 1
• Number of pages: 160