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 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.
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
"…an 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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