I attended a talk yesterday given by Richard Richardson who was behind taking Harry Ramsden's Chip shop from 1 store to 70 stores worldwide. He talked about how when they started out they had virtually nothing to spend on marketing and had to do it using their brains rather than a large budget. It was very informative and gave lots of ideas that I think would be of interest to new start-ups and other small businesses. He has a book out called "Marketing Judo" which will probably be available in your local library (probably in the business section) or in good bookshops. No... I'm not getting a percentage!
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