EXCELLENCE IS NOT BY LUCK captures in a case study format, many major marketing events that happened in the Nigerian market. It is written by one of the professionals who was directly involved at every moment. The case studies are presented in a style that makes for pleasurable reading whilst serving as a learning platform for those who really want to know about the hard work and challenges in building some of Nigeria’s iconic brands. In this book, Tony presents many cases of major challenges which resolution were premised on someone taking leadership. The author takes us through an interesting journey that had some rough patches. It is easy to feel we were part of the journey and decide if we could have taken the same or a different course. He points out that challenges come within the marketing territory and those who plan well have a better chance of managing them. How they are handled define whether it becomes a story of success or a story of failure. These case studies open a new window of understanding the Nigerian marketing environment and will prove invaluable to marketing professionals, students and those interested in crisis management.