Marketing judo - John Barnes

"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 positionthe authors found themselves in whenthey bought the one Harry Ramsden's fish and chip restaurant in Yorkshireover ten years ago. Theyfell into a way of thinking, whichthey 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 frameworkfor developing strategies and plans for small companies to do exactly that. It is a collection of real stories and events, fromboth 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.