My Courses

Adopting a Key Account Management Approach Professor Malcolm McDonald described Key account management as “a natural development of customer focus and relationship marketing in business-to-business markets”. This was more than 20 years ago. Today it is just as relevant, but with the range of marketing […]

Measuring Customer Satisfaction In the last few years, as product manufacturers have coped with the challenges of material shortages against a background of rising prices, the focus on customer satisfaction may have slipped as they strive to make sure product is available to their key […]

The Principal Roles in the Construction Decision Making Unit In construction there is rarely one decision maker for a project, rather there are a group of people influencing product selection of whom one has the ultimate authority. The key to successfully specifying building products and […]

Benchmarking for Communications Strategies As construction product marketers plan their marketing strategies for the next budget year it is worth dwelling on the importance of benchmarking. There are a vast array of metrics available for websites and social media today, which can show which channels […]

Introduction to the Construction Industry – Webinar This webinar is a summary of our online course Construction Industry Overview. It is ideal for the person new to the construction industry whether they work for a contractor, architect, builders merchant or building product manufacturer. It will […]

The New Elizabethan Age With the sad passing of Her Majesty Queen Elizabeth it is opportune to consider how the UK construction industry developed during her reign from 1952 to 2022. Here are some highlights. In 1952, with only 7 years passed since the end […]

As the second half of the year gets underway many marketing managers will be looking at their to-do list and wondering how they will get it all done. One solution is to consider outsourcing some elements or projects to a third party like Competitive Advantage, […]

It’s been a challenging few years, with a constant stream of new and unique issues to overcome; Home working for both your team and industry decision makers require new forms of engagement How to forecast in a market which has shown strong demand but constrained […]

Maximising the Benefit from Construction Market Research – Webinar Market research is key to making informed business decisions. Insights into market size, competition, market need, and consumer behaviour can be leveraged to shape strategies and marketing and sales activities. Without these you are assuming that […]

How to Choose the Construction Market Research Provider That’s Right for You You need fact-based evidence to inform your construction specification strategy and to not base those construction sales and marketing decisions on assumptions. You know you want to research construction markets and you’ve got […]