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Emotional Intelligence And Marketing - Catherine Prentice

Emotional Intelligence And Marketing

Hardcover Published: 20th August 2019
ISBN: 9789811203541
Number Of Pages: 228

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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. Readership: Researchers and practitioners in the area of Emotional Intelligence and Relationship Marketing.

Industry Reviews


Introduction and RationaleEmotional IntelligenceRelationship and Service MarketingEmotional Intelligence and Relationship MarketingEmotional Intelligence and Emotional LabourEmotional Intelligence and Internal MarketingEmotional Intelligence and Service EncounterEmotional Intelligence and Post-Sale ServiceEmotional Intelligent Service EnvironmentEmotional Intelligence and Consumer Decision Making

ISBN: 9789811203541
ISBN-10: 9811203547
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 228
Published: 20th August 2019
Country of Publication: SG
Dimensions (cm): 22.86 x 15.24  x 1.42
Weight (kg): 0.47
Edition Number: 1

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