'Fascinating paradigm shift of strategic approach that any business, of any size, in any industry 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 forseeable change.'

Fumihiko Abe, International Marketing Manager (North Asia), Coca-Cola

'Riding the Storm'connects the marketplace with the strategic planning process and provides the methodology enabling your organisation to deploy a strategy 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 along and glittering career!'

Carl Gardiner, Directo and Secretary, CIM Scotland Board

Strategic planning is vitally important to any company, no matter the 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.

Paul Ellingstad, Marketing Programmes Development Manager, Compaq Global Services, EMEA

'Based on solid experience, these powerful ideas can transform an organisation.'

Salma Abbasi, Customer Advocacy Executive (EMEA) Lucent Technologies

'This book has the hallmark of a management best seller; it deals with a perennial problem - measuring marketing; and combines new technologies and a tried and tested practice in enhancing market knowledge. it describes a method for executing marketing that works in numerous well-described case settings.'

Professor Susan Hart, Vice Dean (Research), Strathclyde Business School

Riding the Storm introduces a revolutionary strategic planning process for the modern business environment.

Current economic instability and market dynamics are creating a graveyard for businesses that do not know how to adapt and plan strategically within this environment.

Riding The Storm outlines a paradigm shift in strategic and operational planning.

Marketing guru Gerald Michaluk shows you how to harness and maintain competitive advantage using a new strategy model called GMAS: Global Marketing Advantage System. This unique model enables companies to dominate their chosen markets and to effectively link strategy with market reality.

This is a step-by-step guide that explains how to build and apply the GMAS model within your own business.

GMAS is based on a groundbreaking study involving 150 companies in 26 countries and builds on the work of acclaimed authors such as Kaplan, Siebel and McKenna, offering a new and powerful insight into strategic planning.

Riding the Storm will enable companies to:

manage real-time information flows in dynamic markets

ensure strategic planning keeps pace with operational plans in turbulent environments

defend themselves from or exploit paradigm shifts

GMAS offers new lifeblood for companies seeking success in today's increasingly unsettled and hostile business environment.