The Psychology of Marketing Influence

Description

People Don’t Buy Products. They Buy Meaning.

Technology continues to transform the way organisations communicate.

Artificial intelligence generates content in seconds. Marketing automation personalises customer journeys. Data analytics provides unprecedented insight into behaviour.
Yet beneath every technological advance lies a simple truth:

People still make decisions in remarkably human ways.
They seek meaning before information.
They look for trust before commitment.
They interpret experiences long before they evaluate features.

In The Psychology of Marketing Influence, Thom Poole explores the behavioural principles that drive customer decisions, leadership, organisational performance and commercial success. Drawing on more than thirty years of international experience across manufacturing, telecommunications, SaaS, fintech, digital marketing and technology, he combines established psychological research with practical commercial experience to explain why people think, decide and behave as they do.

Rather than presenting another collection of marketing tactics, this book develops an integrated framework for understanding influence, from individual customer decisions to the design of high-performing organisations.

Inside you’ll discover:

• Why meaning shapes behaviour more powerfully than information.
• How perception influences every customer decision.
• The psychology of trust and long-term relationships.
• Why storytelling remains one of the most powerful tools in marketing.
• How psychology transforms customer journeys, CRM and digital marketing.
• The principles behind effective leadership, organisational culture and change.
• Original models and frameworks for understanding commercial performance through a psychological lens.

Whether you lead a marketing team, develop strategy, manage customer experience, build organisations or simply want to understand why people make the decisions they do, this book offers a fresh perspective on influence in an increasingly complex world.

Because sustainable commercial success isn’t created by better technology alone.
It begins with a better understanding of people.