Emotional intelligence and marketing
By: Prentice, Catherine
Publisher: Hackensack, NJ : World Scientific Publishing Company, c2019.Description: viii, 217 p. : ill. ; 24 cm.ISBN: 9789811203541Subject(s): DDC classification: 658.80019 PR EMItem type | Home library | Call number | Status | Notes | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 658.80019 PR EM (Browse shelf) | Available | Mar2020 | T0064558 |
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658.80019 GE NE Neuromarketing in action : how to talk and sell to the brain / | 658.80019 KA EN Enchantment : the art of changing hearts, minds, and actions / | 658.80019 KI PS Psychological foundations of marketing : | 658.80019 PR EM Emotional intelligence and marketing | 658.80019 RA PS The psychology of marketing : cross-cultural perspectives / | 658.80019 RA PS The psychology of marketing : cross-cultural perspectives / | 658.80019 SE NS Sensory marketing : |
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.