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Customer Relationship Management (CRM) has evolved far beyond databases and marketing software. Today it is the strategic discipline that connects customer insight, technology and business performance. Pocket Guru on CRM provides a practical introduction to modern CRM, explaining how organisations can use data, customer journeys and personalisation to build stronger relationships, improve loyalty and create lasting commercial value.
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£19.99
Marketing technology changes constantly. Human psychology changes far more slowly.
Why do customers trust one brand over another? Why do some messages inspire action while others are ignored? Why do organisations with similar products achieve dramatically different results?
In The Psychology of Marketing Influence, Thom Poole explores the psychological forces that shape every commercial decision. Combining behavioural science with more than three decades of international marketing and leadership experience, he explains how meaning, perception, trust and human behaviour influence customers, organisations and markets.
Rather than focusing on marketing tactics or the latest digital trends, this book examines the timeless principles that underpin influence, decision-making and commercial success – offering practical insights for marketers, business leaders, entrepreneurs and anyone responsible for shaping decisions.
