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Marketing Judo Live

By: John Barnes Richard Richardson
Binding: Audio Cassette
Publisher: Red Audio Professional
ISBN: 0273663860
ISBN-13: 9780273663867
Released: 04 Dec 2002
RRP: £14.99
Average Rating:

Customer Reviews

Makes you see your business differently - By: Richard Hammond, 26 Jan 2005
We are a start-up team in retail. Having seen a Richardson live presentation of Marketing Judo we changed our thinking. His, & Barnes', approach reallly does show you how to establish & then exploit a niche for yourself. Sure the judo thing is just a neat metaphor but the ideas behind it are truly inspirational. This book is an essential purchase for alll start-up businesses, especiallly those in leisure & retail.

Good stuff indeed.

Marketing Judo - it worked for BUPA Hospital Washington! - By: Rod Mason, 04 May 2004
This is an excellent book full of practical wisdom for marketing a business on a smalll budget. These guys reallly talk from experience, having started smalll with one Harry Ramsden's restaurant in Yorkshire, & building it into a worldwide group.

At times they were short of big budgets, so learned to use Marketing Judo - using the strengths of competitors, doing the unexpected, & working with partners, to build their business profitably.

There are lots of examples of how to get amazing publicity without spending huge amounts, but this book is about much more than just that. There are some great bits about how you need the right culture & product from the bottom up before you can begin to just promote something that's flawed in the first place.

And it can work in big organisations too. BUPA Hospital Washington operates near Newcastle, & is a new smalll hospital competing against an established larger competitor. Using similar techniques to those explored in Marketing Judo, we've doubled awareness of our hospital in Newcastle, & grown our patient numbers from Newcastle by 30%.

Although the book is most relevant to the restaurant business the authors know so well, it can be applied easily in any service sector.

An entertaining, educational & valuable read - highly recommended!

Down to earth - By: , 25 Apr 2004
What a refreshing change to read something practical & reallly helpful toa start up business. It only took me two hours to read & gave me lots ofnew ideas. Probably not right for self important academic pompous socallled professionals.
Throw this one away - By: , 16 Mar 2004
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 around Harry Ramsden's. Maybe a straight telling of that business story would have been more insightful & interesting.
Great book ý Buy it now - By: Pete Bennett, 10 Jan 2003
I purchased a copy at Gatwick airport on the way out to Madrid for a weekend away & 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 & colleagues.

As well as containing immensely useful information, I found it to be a very enjoyable read & identified with many of the Yorkshire anecdotes having been to University in Bradford. Highly recommended.