Jennifer Pratt CertEd. DipM MCIM Chartered Marketer

Jennifer would like to see the construction industry have an increased understanding and focus on people issues. Her view is that as long as you can get inside people's heads and understand how they see things, then finding a way of appealing to them should be easy. Her background in education has given her a great deal of experience of this and an ability to deal effectively with 8 year olds.

Her greatest achievement was completing her Certificate and Diploma in Marketing in 3 years without failing any exams at the same time as people who were mostly 20 years younger.

Her biggest regret is that it took so long to realise that men don't think the same way as women, which doesn't matter, unless you are expecting sympathetic listening and all you get is someone who wants to fix things.

The car she would most like to own is a Jaguar Mark II, 3.4 with wire wheels, just like Inspector Morse, in a burgundy colour to go with her favourite suit.

Jennifer is the Secretary of the Chartered Institute of Marketing's Construction & Engineering Industry Group (CIMCEIG).

Jennifer's current favourite business book is Customers.com by Patricia Seybold. It's a helpful and easy to read book identifying how to use the internet better to make loyal customers, while saving money. There are lots of case studies but what makes it so good is that it is so customer focused.