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Emotional Intelligence and Marketing

Author

Listed:
  • Catherine Prentice

    (Griffith University, Australia)

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.

Individual chapters are listed in the "Chapters" tab

Suggested Citation

  • Catherine Prentice, 2019. "Emotional Intelligence and Marketing," World Scientific Books, World Scientific Publishing Co. Pte. Ltd., number 11363, August.
    • Handle: RePEc:wsi:wsbook:11363
    as

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    File URL: https://www.worldscientific.com/worldscibooks/10.1142/11363
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    Citations

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    Cited by:

    1. Prentice, Catherine & Dominique-Ferreira, Sergio & Ferreira, Andreia & Wang, Xuequn (Alex), 2022. "The role of memorable experience and emotional intelligence in senior customer loyalty to geriatric hotels," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Prentice, Catherine & Nguyen, Mai, 2020. "Engaging and retaining customers with AI and employee service," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    3. Prentice, Catherine & Nguyen, Mai, 2021. "Robotic service quality – Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

    Book Chapters

    The following chapters of this book are listed in IDEAS

    More about this item

    Keywords

    Emotional Intelligence; Services Marketing; Relationship Marketing; Consumer Behaviours;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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