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Our library of CPD papers covers the latest marketing and industry-specific topics. The papers are listed below and are split into topic areas. Click on the links below to view all the papers in each area.

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• Press Release - Construction marketers focusing on customers to beat the recession
• Case Study - Market research delivers insights to assist manufacturer with an important factory investment decision

Strategy

• Branding
• Developing your strategy
• Researching your pricing strategy
• What to measure (marketing metrics)
• Innovation

• Researching competitors
• When to use marketing research
• Managing your marketing budget
• Improving your website
• Managing marketing teams
• Marketing planning

• Researching the end user
• Understanding your markets
• Understanding the construction industry
• Building Success Series - Constructing Excellence

• Customer Relationship Management
• Performance improvement
• Segmenting your customers
• Benchmarking and improving customer service
• Managing customer databases effectively
• Constructing Excellence Publications

• ACE System Newsletters
• Newsletters

To find out a little more information on the topics covered, just follow the title links on the left to our relevant web pages.

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Topic Area	Doc Type	Document Title
Branding	Case Study:	Identifying gaps in staff 'soft skills' drives the training agenda
	Case Study:	Suppliers use research to re-focus their brand image and communication
	Briefing Note:	Branding - there is more to your brand than a name
	Briefing Note:	Identify your brand value sets together in a workshop environment
	Briefing Note:	How to improve the brand perception through staff 'soft skills'
	White Paper:	Branding - Make your brand work for you
	White Paper:	Living and communicating your values is the key to successful branding
	White Paper:	Using your people rather than price to beat the competition back to top
Developing your strategy	Case Study:	Contractors use the Directional Strategy Matrix tool to identify better market shares
	Case Study:	Manufacturers use workshops to build consensus on their strategic direction
	Case Study:	Professional firms use workshops to build consensus on their strategic direction
	Briefing Note:	Develop a stronger position in the market place for your company
	Briefing Note:	Develop your company's strategic direction through workshops
	Briefing Note:	Winning Ways Workshops - Learn how to use marketing effectively
	White Paper:	Develop the right strategic direction for your company back to top
Researching your pricing strategy	Presentation:	A guide on how to make customer service your differentiator to increase customer loyalty and resist price pressure
	Case Study:	Pricing strategy is developed from understanding decision makers better
	Briefing Note:	Taking the price out of a commodity market
	White Paper:	Escape the commodity market price trap back to top
What to measure (marketing metrics)	Case Study:	What to measure
	Briefing Note:	Use marketing metrics to make sure your marketing budget is working for you
	White Paper:	Marketers should measure the effectiveness of their marketing effort if they want credibility in the boardroom back to top
Innovation	Case Study:	Regular innovators know how to use research at the key investment stage
	Briefing Note:	Innovation needs a high-level 'solution driven' approach to research
	White Paper:	Why innovation is more critical to business success than ever back to top
Researching competitors	Case Study:	Competitor research helps decide strategic direction
	Briefing Note:	Competitor intelligence - what you need to know
	White Paper:	Use competitor research to improve your market position back to top
When to use marketing research	Case Study:	Market research underpins major marketing decisions (Paper 1)
	Case Study:	Market research underpins major marketing decisions (Paper 2)
	Briefing Note:	Better marketing decisions are based on robust data rather than instinct
	White Paper:	The value of different market research methods back to top
Managing your marketing budget	Case Study:	If you decide to use advertising don't rely on the advertising agency's advice without researching the market first
	Briefing note:	Include market research in your marketing budget to make sure you are getting the most from it
	White Paper:	Get the most from your marketing budget back to top
Improving your website	Case Study:	A national contractor makes a good decision by researching their key audiences' needs before making a significant investment in a new website
	Briefing Note:	Make your website work harder for you
	White Paper:	How to destroy your brand image by ignoring the 'ABC's of your website back to top
Managing marketing teams	Case Study:	Manufacturers re-organise their sales functions to increase cost effectiveness
	Briefing Note:	Develop a sales plan
	White Paper:	Get customers to help you define the sales force that you really need
	White Paper:	Are the 'marketing function' and the 'marketing department' dead? back to top
Marketing Planning	Case Study:	Strategic marketing plans for not-for-profit organisations
Case Study:	Strategic marketing plans for building companies
Briefing Note:	Where best practice can differ from the textbook approach
White Paper:	How effective marketing planning can help boost your sales back to top
Researching the end user	Case Study:	Research among members of a membership organisation
	Case Study:	Manufacturers use consumer research to focus product development and promotion
	Briefing Note:	Understanding your end-users needs for customer retention
	White Paper:	Understanding the end-user to make sure you meet their needs back to top
Understanding your markets	Case Study:	How planning data has given manufacturers the information needed to make a sound investment decision
	Case Study:	Planning data helps manufacturers and contractors to size different markets for marketing strategy
	Case Study:	Planning data helped a manufacturer and a water company to track demand for their marketing plans
	Case Study:	Using planning data to provide real insight into what is happening in a construction sector for your market intelligence
	Case Study:	Using planning data to assess the potential membership for an accredited membership organisation
	Briefing Note:	Use planning data to give better market knowledge for decision making
	White Paper:	Contractors can reduce commercial risks by understanding how their markets and customers are changing
	White Paper:	Manufacturers can reduce commercial risks by understanding how their markets and customers are changing
	White Paper:	Professionals can reduce commercial risks by understanding how their markets and customers are changing back to top
Understanding the construction industry	White Paper:	Drivers of change in the construction industry
	White Paper:	Changing construction procurement channels - a basic overview
	White Paper:	Roles of those in the construction industry - a basic overview
	White Paper:	Distribution and suppliers in the construction industry - a basic overview back to top
Building Sucess Series:	Publication:	Lessons from occasional clients who got it right - Eleven case studies
	Publication:	Lessons from frequent clients who got it right - Ten case studies
	Publication:	Lessons from suppliers and manufacturers who got it right - Ten case studies
	Publication:	Profit from business improvement
	Publication:	Profit from process improvement - Seven case studies
	Publication:	Profit together from process improvements - Eleven case studies
	Publication:	CLIP Case Study - Wallingford Waitrose
	Publication:	CLIP Case Study - Buxton Student Accommodation back to top
Customer Relationship Management	White Paper:	CRM - Understand the potential and be aware of the risks
	White Paper:	CRM - Success depends on collecting data on customer behaviour
	White Paper:	CRM - Reduce the risk of failure
	White Paper:	CRM - Making it happen - the implementation checklist back to top
Performance improvement	Briefing Note:	When clients take the time to score they want to see you make a difference
	Briefing Note:	Managing long supply chains to achieve a successful project
	Briefing Note:	Focus on short term action improvements and better KPI's will follow
	Briefing Note:	Build in service improvement and innovation to beat the slide to commodity pricing
	White Paper:	Save costs by listening to your client and managing expectations down the supply chain
	White Paper:	Drive success by understanding customers 'moment of truth'
	White Paper:	Your relationship with your client is more important to them than a high KPI score back to top
Segmenting your customers	Case Study:	Segmentation study delivers a clear strategic approach to servicing your customer base
	Case Study:	Segmentation drives out an effective customer servicing strategy
	Case Study:	Service companies use customer segmentation to strengthen their market position
	Briefing Note:	Customer segmentation can lead to reduced service costs and added value
	White Paper:	Segment your customers to increase your margins back to top
Benchmarking and improving customer service	Case Study:	Effective customer service research identifies areas for improvement to get ahead of the competition
	Case Study:	Customer Relationship Management Workshops
	Case Study:	How understanding your customers' can help drive business improvements that will increase customer retention
	Case Study:	A shortened sample report that helped one company decide what it needed to do to improve
	Case Study:	How companies have changed what they do because they understand moments of truth
	Briefing Note:	Focus on moments of truth to improve your competitive position
	White Paper:	Improve your customer service through 'moments of truth' back to top
Managing customer databases effectively	Case Study:	No training up front leads to database confusion in a product manufacturer
	Briefing Note:	Managing your information to create knowledge
	Briefing Note:	Practical solutions for managing your database
	White Paper:	Managing information, creating knowledge
	White Paper:	Database management - Having the right strategy? back to top
Constructing Excellence	Case Studies:	Constructing Excellence - Nine case studies outlining the business beneifits of using the 'Respect for People Toolkits' back to top
ACE System Newsletters	Latest Copy:	How to understand your customers' needs better - Volume 2
	Back Copy:	How to make your customers happy! - Volume 1 back to top
Newsletters	Back Copy:	Credit crunch special briefing (Vol 18 - 2008)
	Back Copy:	Marketing Tools (Vol 17 - 2005/6)
	Back Copy:	Do your staff under-estimate whats really important to your customers? (Vol 16 - 2004/5)
	Back Copy:	Family values & the brand (Vol 15 - 2003/4)
	Back Copy:	What's hot? (Vol 14 - 2002)
	Back Copy:	What issues are worrying us? (Vol 13 - 2001/2)
	Back Copy:	Welcome to customer metrics! (Vol 12 - 2000)

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