Wow! eBook
EMOTIONAL INTELLIGENCE AND MARKETING
Author(s): Catherine Prentice (Author)
- Publisher: World Scientific Publishing Co
- Publication Date: June 20, 2019
- Language: English
- Print length: 228 pages
- ISBN-10: 9811203547
- ISBN-13: 9789811203541
Book Description
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.
Editorial Reviews
About the Author
Prior to her academic career, Dr Catherine Prentice had worked in various industries as a business owner and as a senior corporate executive. Since her commencement in academia, Catherine has published extensively in top tier marketing, tourism and hospitality journals. Her main research interests include artificial intelligence, emotional intelligence, services marketing and innovation, relationship marketing, consumer behaviors. She is currently an associate editor of Journal of Global Scholars of Marketing Science, and an editorial board member of Journal of Business Research, Australasia Marketing Journal, International Journal of Contemporary, Hospitality Management Journal of Hospitality and Marketing Management, Journal of Global Scholars of Marketing Science Tourism Review, Journal of Gambling and Commercial Gaming Research International Journal of Tourism Anthropology.
