Marketing Judo Building Your Business Using Brains Not Budget

"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!).Barnes, John is the author of 'Marketing Judo Building Your Business Using Brains Not Budget', published 2002 under ISBN 9780273663164 and ISBN 027366316X.