Fumihiko Abe, International Marketing Manager (North Asia),Coca-Cola Company:
"Fascinating paradigm shift of strategic approach that any business, of any size, in any industy can successfully apply. In Riding the Storm, Gerald Michaluk presents the breakthrough approach which finally links strategy with market reality. Essential for any organisation seeking excellence in an era of uncertainty and unforseeable change."

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Professor Susan Hart, Vice Dean of Strathclyde Business School:
"This book has the hallmarks of a management best seller; it deals with a perennial problem (measuring marketing); it combines new and emerging technologies and tried and tested practice in enhancing market knowledge and it describes a method for executing marketing that works in numerous well-described case settings."

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Carl Gardiner, Director and Secretary of CIM Scotland Board:
"Riding the Storm connects the marketplace with the strategic planning process and provides the methodology enabling your organisation to deploy a stategy that is both relevant and responsive to the market. The author is clearly Britain's answer to Michael Porter and this watershed text in strategic marketing is clearly only the beginning of a long and glittering career."

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Salma Abbasi, Customer Advocacy Executive (EMEA), Lucent Technologies:
"Based on solid experience, these powerful ideas can transform an organisation."

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Paul Ellingstad, Marketing Programmes Development Manager, Compaq Global Services, EMEA:
"Strategic planning is vitally important to any company, no matter what size or the industry. However, making the leap from theory to the operational reality of implementing and managing it in real-time is a challenge. Many fail to implement; fewer still realise the benefits. In Riding the Storm, Gerald shares how he made the leap. From his myriad experience he offers valuable insight for those who seek to follow."

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Ian McLullich, Managing Director, British Polar Engines:
"With regards to content, the book was very readable without a preponderance of technical terms, and good explanations for those that were included. The illustrations of points were superb and went a long way to lightening the topic."

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