Marketing judo

Building your business using brains not budget

Richard Richardson, John Barnes

142 pages, parution le 19/11/2002

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Résumé

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!).

Sommaire

Getting the basics right
Picking the right partner
Choosing the right opponent
Getting the crowd on your side
Using your size to your advantage
Doing the unexpected
Keeping your balance
Marketing Judo Sensei
The Marketing Judo Game Plan

Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Richard Richardson, John Barnes
Parution	19/11/2002
Nb. de pages	142
Format	13,5 x 21,5
Couverture	Broché
Poids	240g
Intérieur	Noir et Blanc
EAN13	9780273663164
ISBN13	978-0-273-66316-4