Emotional Intelligence And Marketing
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A01=Catherine Prentice
Author_Catherine Prentice
Category=JBCT3
Category=JMH
Category=KJMV7
Consumer Behaviours
Emotional Intelligence
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
Relationship Marketing
Services Marketing
Product details
- ISBN 9789811203541
- Publication Date: 20 Jun 2019
- Publisher: World Scientific Publishing Co Pte Ltd
- Publication City/Country: SG
- Product Form: Hardback
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This book discusses how businesses and marketers can deploy emotional intelligence as a marketing tool to co-produce service for enhancing customer experience and to co-create value for key stakeholders in the digitalised and service-dominant logic era. Whilst many competing emotional intelligence models are discussed in the literature, the current book will focus on the ability model. This model comprises 2 areas (experiential and strategic emotional intelligence) and four ability scopes (perceive emotions, use emotions, understand emotions and manage emotions). The marketing domains that are deemed relevant and included in this book are services marketing, relationship marketing and digital marketing. The relevant marketing models from these domains will be identified to be integrated with emotional intelligent strategies. Emotional Intelligence makes both employees and customers happy, committed and loyal. Emotional Intelligence makes businesses competitive and sustainable.
