How to Read MARKETING JUDO: Seven Habits of Highly Effective People PDF
MARKETING JUDO ContentsAcknowledgements ixPreface x1 Getting the basics right xii2 Picking the right partner 14Levering the strength of othersPartnering the right people 16Partnering the right advisors and investors 17Partnering the right site 18Partnering the right franchisor and franchisee 20Partnering the right celebrity 21Partnering the right country 24Partnering the right company 26Partnering the right brand 29Partnering on the Web 32Partnering a Judo expert 323 Choosing the right opponent 36Picking a fight you can winSpotting a Sloth ( Genus Corporatus) 38Spotting a Geesink 44How to partner a Geesink 46viiC O N T E N T SHow to throw the Sloth 47Brains Day not Budget Day 494Getting the crowd on your side 52The value of creating your own fan club 5 Using your size to youradvantage 68How to run rings around your competitors Keeping fit 71Moving fast 73Staying focused 746 Doing the unexpected 76The competitive advantage of unpredictability 7 Keeping your balance 88The benefits of planning for the unexpected 8 Marketing Judo sensei 100Examples of great Marketing JudoPret A Manger 102Kettle Foods 105Cobra Beer 107Eddie Stobart 108Channel 4 111The Geesink example: Walkers 1149 The Marketing Judo Game Plan 116Recommended reading 139viiiAcknowledgements‘Partnerships’ are key to successful Marketing Judo. This book and the principles behind it have been influenced by the many ‘partners’ we have worked with in different companies, sm
