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Marketing Judo: Building Your Business Using Brains Not Budget
 
 
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Marketing Judo: Building Your Business Using Brains Not Budget (Paperback)

by John Barnes (Author), Richard Richardson (Author)
4.4 out of 5 stars  See all reviews (8 customer reviews)
RRP: £9.99
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Product details

  • Paperback: 128 pages
  • Publisher: Prentice Hall (6 Nov 2002)
  • Language English
  • ISBN-10: 027366316X
  • ISBN-13: 978-0273663164
  • Product Dimensions: 21.4 x 13.8 x 1.4 cm
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon.co.uk Sales Rank: 135,767 in Books (See Bestsellers in Books)

    Popular in these categories:

    #15 in  Books > Business, Finance & Law > Management > Marketing Management
    #33 in  Books > Business, Finance & Law > Careers > Entrepreneurship
    #36 in  Books > Business, Finance & Law > Small Business & Entrepreneurship > Sales & Marketing

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  • See Complete Table of Contents

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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


Product Description

  "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.

 

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Customer Reviews

8 Reviews
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Average Customer Review
4.4 out of 5 stars (8 customer reviews)
 
 
 
 
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8 of 8 people found the following review helpful:
5.0 out of 5 stars Playing the game, 10 Jan 2003
By A Customer
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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8 of 9 people found the following review helpful:
5.0 out of 5 stars Great book  Buy it now, 10 Jan 2003
By Pete Bennett (London United Kingdom) - See all my reviews
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
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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Most Recent Customer Reviews

4.0 out of 5 stars Y.Y.
I liked it very much.
As a business person it gives another vieu about innovation and entrepreneuring.
Published 1 month ago by Yona Yehudai

5.0 out of 5 stars 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 15 months ago by A. Dawud

5.0 out of 5 stars 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

5.0 out of 5 stars 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... Read more
Published on 4 May 2004 by Rod Mason

1.0 out of 5 stars 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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