Marketing Judo

Series
Prentice Hall
Author
John Barnes / Richard Richardson  
Publisher
Prentice Hall
Cover
Softcover
Edition
1
Language
English
Total pages
141
Pub.-date
November 2002
ISBN13
9780273663164
ISBN
027366316X


Product detail

Product Price CHF Available  
9780273663164
Marketing Judo
18.30 not defined

Description

How to build your business through brilliant marketing - but without a big budget. As in judo, use your brains not brawn, and leverage the weight of your opponent to your advantage. From people who have done just that.

Table of Contents

CHAPTER 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

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!).

Reader Review(s)

"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