Good stuff indeed.

At times they were short of big budgets, so learned to use Marketing Judo - using the strengths of competitors, doing the unexpected, and 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 and 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, and is a new small 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, and 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 and valuable read - highly recommended!

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 and colleagues.

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