Marketing Judo
Building Your Business
Using Brains Not Budget

By John Barnes & Richard Richardson
Financial Times / Prentice Hall
November 2002
ISBN: 0-273-66316-X
128 Pages, Illustrated
$29.50 paper original


"Modern business is only about flexibility of response and balance of organization. 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!).

 

Additional information:
Marketing Judo aims to inspire people who want to build a brand or business but donít have the budgets for conventional marketing. Thatís the position the authors found themselves in when they bought the one Harry Ramsdenís 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 peopleís 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 donít. 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. Itís 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.

Contents
1: GETTING THE BASICS RIGHT CHAPTER
2: PICKING THE RIGHT PARTNER CHAPTER
3: GETTING THE CROWD ON YOUR SIDE CHAPTER
4: USING YOUR SIZE TO YOUR ADVANTAGE CHAPTER
5: DOING THE UNEXPECTED CHAPTER
6: KEEPING YOUR BALANCE APPENDIX: THE MARKETING JUDO AWARDS

Reviews
"There are so many good tips in this book that it will be the best tenner's worth this year for anyone building a new business, whether you are starting from scratch or from inside a big corporation." Director magazine

"The best books these days come complete with complementary websites that are packed with further reading and inspiration. This punchy titled publication is no exception. This time further reading can be found at www.business-minds.com and www.yourmomentum.com The judo theme is well developed and runs throughout the book." The Daily Telegraph

"Öan entertaining guide, packed with great examples from a variety of companies and relevant anecdotes." Yorkshire Post

"I strongly advise anybody wanting to start up their own business to read 'Marketing Judo'. The book shows how you can take a very simple concept even in a "non fashionable" area and using like techniques and approach build that up into a massive business." Sir John Harvey-Jones

"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 book is a must for all entrepeneurs who are serious about building a market-leading brand." EN

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