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Marketing Judo Live: Audio Cassette [Audiobook] [Audio Cassette]

John Barnes , Richard Richardson
4.4 out of 5 stars  See all reviews (9 customer reviews)

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Book Description

4 Dec 2002
In front of a live audience of business people, the authors of Marketing Judo inspire anybody who wants to build a brand or business but doesn’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.

Also available as an Audio CD.


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Product details

  • Audio Cassette
  • Publisher: Red Audio Professional; 1 edition (4 Dec 2002)
  • Language: English
  • ISBN-10: 0273663860
  • ISBN-13: 978-0273663867
  • Product Dimensions: 13.4 x 10.8 x 1.8 cm
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Bestsellers Rank: 2,359,444 in Books (See Top 100 in Books)

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Product Description

Review

"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 --This text refers to the Paperback edition.

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!).

--This text refers to the Paperback edition.

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Customer Reviews

4.4 out of 5 stars
4.4 out of 5 stars
Most Helpful Customer Reviews
8 of 8 people found the following review helpful
5.0 out of 5 stars Playing the game 10 Jan 2003
By A Customer
Format:Paperback
Marketing Judo is an essential partner for your business. This book is relevant for people who run their own company regardless of size, people who are considering starting a company, or for employees who need to find a different way to look at the business they are creating. I found the case studies and examples really fascinating. It's interesting to read some of the PR successes that the authors get from their experience at Harry Ramsden. They manage these on a budget and they look at the evidence in front of them with fresh eyes. I didn't know about the judo concept before, but I kept on relating it to my small business and realised that I have been playing judo at times. But I will focus on being more disciplined about playing it now I know the rules! It gave me some workable guidelines to use, which I find quite unusual in a business book. Other business books have preached common sense at me. This has encouraged me to play the game; I hope to have the same success!
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9 of 10 people found the following review helpful
5.0 out of 5 stars Great book � Buy it now 10 Jan 2003
Format:Paperback
I purchased a copy at Gatwick airport on the way out to Madrid for a weekend away and had read it from cover to cover by the time I got back on the plane on Sunday afternoon. In fact, I was so impressed I am currently in dialogue with one of the authors, Richard Richardson, concerning buying some mentoring time from him.
I am involved in several businesses, none of which have anything what-so-ever to do with chip shops or the catering industry. The beauty of this book is that the concepts discussed are applicable to developing business in any sector. I have since bought several more copies for my friends and colleagues.
As well as containing immensely useful information, I found it to be a very enjoyable read and identified with many of the Yorkshire anecdotes having been to University in Bradford. Highly recommended.
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3 of 3 people found the following review helpful
5.0 out of 5 stars Down to earth 25 April 2004
By A Customer
Format:Paperback
What a refreshing change to read something practical and really helpful toa start up business. It only took me two hours to read and gave me lots ofnew ideas. Probably not right for self important academic pompous socalled professionals.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Makes you see your business differently 25 Jan 2005
By Richard Hammond VINE VOICE
Format:Paperback
We are a start-up team in retail. Having seen a Richardson live presentation of Marketing Judo we changed our thinking. His, and Barnes', approach really does show you how to establish and then exploit a niche for yourself. Sure the judo thing is just a neat metaphor but the ideas behind it are truly inspirational. This book is an essential purchase for all start-up businesses, especially those in leisure and retail.
Good stuff indeed.
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6 of 7 people found the following review helpful
Format:Paperback
This is an excellent book full of practical wisdom for marketing a business on a small budget. These guys really talk from experience, having started small with one Harry Ramsden's restaurant in Yorkshire, and building it into a worldwide group.
At times they were short of big budgets, so learned to use Marketing Judo - using the strengths of competitors, doing the unexpected, and working with partners, to build their business profitably.
There are lots of examples of how to get amazing publicity without spending huge amounts, but this book is about much more than just that. There are some great bits about how you need the right culture and product from the bottom up before you can begin to just promote something that's flawed in the first place.
And it can work in big organisations too. BUPA Hospital Washington operates near Newcastle, and is a new small hospital competing against an established larger competitor. Using similar techniques to those explored in Marketing Judo, we've doubled awareness of our hospital in Newcastle, and grown our patient numbers from Newcastle by 30%.
Although the book is most relevant to the restaurant business the authors know so well, it can be applied easily in any service sector.
An entertaining, educational and valuable read - highly recommended!
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