000			04990 a2200169 4500
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008			200315b xxu||||| |||| 00| 0 eng d
020			_a9789811203541
082			_a658.80019 PR EM
100			_aPrentice, Catherine _935110
245			_aEmotional intelligence and marketing _cCatherine Prentice
260			_aHackensack, NJ : _bWorld Scientific Publishing Company, _cc2019.
300			_aviii, 217 p. : _bill. ; _c24 cm.
505			_a
520			_aThis 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.
650			_a _925247
942			_cREGULAR