Emotional Intelligence and Marketing

Catherine Prentice
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Catherine Prentice: Griffith University, Australia

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

Abstract: 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.

Keywords: Emotional Intelligence; Services Marketing; Relationship Marketing; Consumer Behaviours (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
ISBN: 9789811203541
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Citations: View citations in EconPapers (3)

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https://www.worldscientific.com/worldscibooks/10.1142/11363 (text/html)
Ebook Access is available upon purchase

Chapters in this book:

Ch 1 EMOTIONAL INTELLIGENCE AND MARKETING , pp 1-12

Catherine Prentice

Ch 2 THE POWER OF EMPLOYEE INFLUENCE , pp 13-31

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Ch 3 SERVICE ENCOUNTER , pp 33-45

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Ch 4 EMOTIONAL INTELLIGENCE , pp 47-84

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Ch 5 EMOTIONAL INTELLIGENCE AND INTERNAL MARKETING , pp 85-111

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Ch 6 EMOTIONAL INTELLIGENCE AND DRAMATURGICAL MARKETING , pp 113-131

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Ch 7 EMOTIONAL INTELLIGENCE AND RELATIONAL ENCOUNTER MARKETING , pp 133-163

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Ch 8 EMOTIONAL INTELLIGENCE AND EXTERNAL MARKETING , pp 165-184

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Ch 9 EMOTIONAL INTELLIGENCE AND IMPERSONAL ENCOUNTER MARKETING , pp 185-212

Catherine Prentice

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