portada Emotional Intelligence and Marketing (en Inglés)

Emotional Intelligence and Marketing (en Inglés)

Formato

Libro Físico

Autor

Catherine Prentice

Editorial

World Scientific Publishing Company

Idioma

Inglés

N° páginas

228

Encuadernación

Tapa Dura

Dimensiones

22.9x15.2x1.4 cm

Peso

0.47 kg.

ISBN13

9789811203541

Categorías

Investigación de mercado

Emotional Intelligence and Marketing (en Inglés)

Catherine Prentice (Autor) · World Scientific Publishing Company · Tapa Dura

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Reseña del libro "Emotional Intelligence and Marketing (en Inglés)"

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.