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Product Description
Product Description
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.
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
Most Helpful Customer Reviews
8 of 8 people found the following review helpful
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!
3 of 3 people found the following review helpful
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.
8 of 9 people found the following review helpful
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.
Most Recent Customer Reviews
Only one idea - but a good one
Neat little book - one idea really - use judo techniques to get low cost marketing.
Fun. Well-written. And entertaining.
It is all pretty obvious really. Read more
Fun. Well-written. And entertaining.
It is all pretty obvious really. Read more
Published 7 months ago by Peter W. Burden
Y.Y.
I liked it very much.
As a business person it gives another vieu about innovation and entrepreneuring.
As a business person it gives another vieu about innovation and entrepreneuring.
Published on 8 Oct 2009 by Yona Yehudai
If ever there was a company to admire Ramseys would be it
Marketing Judo is something most small businesses could do with. How do you fancy striking up relationships that will being in loads of positive press and cost you nearly next to... Read more
Published on 12 Aug 2008 by A. Dawud
Makes you see your business differently
We are a start-up team in retail. Having seen a Richardson live presentation of Marketing Judo we changed our thinking. Read more
Published on 25 Jan 2005 by Richard Hammond
Marketing Judo - it worked for BUPA Hospital Washington!
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... Read more
Published on 4 May 2004 by Rod Mason
Throw this one away
One thin metaphor about marketing being like judo won't sustain even a short book like this. It should have been much better - the authors have a terrific track record in turning... Read more
Published on 15 Mar 2004
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