Emotional Intelligence And Marketing

Catherine Prentice (Griffith Univ, Australia)

$176.99

Hardback

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English

World Scientific Publishing Co Pte Ltd
07 June 2019

Advertising & society; Social, group or collective psychology; Sales & marketing management

Summary
Details

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.

By: Catherine Prentice (Griffith Univ Australia)
Imprint: World Scientific Publishing Co Pte Ltd
Country of Publication: Singapore
ISBN: 9789811203541
ISBN 10: 9811203547
Pages: 228
Publication Date: 07 June 2019
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Hardback
Publisher's Status: Active