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Emotional intelligence and marketing

Prentice, Catherine.

Emotional intelligence and marketing

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Emotional intelligence and marketingCatherine Prentice.
作者:	Prentice, Catherine.
出版者:	Singapore :World Scientific Publishing,c2019.
面頁冊數:	1 online resource (228 p.) :ill.
標題:	MarketingPsychological aspects.
電子資源:	https://www.worldscientific.com/worldscibooks/10.1142/11363#t=toc
ISBN:	9789811203558$q(electronic bk.)

Emotional intelligence and marketing
Prentice, Catherine.

Emotional intelligence and marketing[electronic resource] /Catherine Prentice. - 1st ed. - Singapore :World Scientific Publishing,c2019. - 1 online resource (228 p.) :ill.

Includes bibliographical references and index.

"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."--

ISBN: 9789811203558$q(electronic bk.)Subjects--Topical Terms:

239205
Marketing
--Psychological aspects.

LC Class. No.: HF5415 / .P74 2019

Dewey Class. No.: 658.80019

Emotional intelligence and marketing
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250 $a 1st ed.
260 $a Singapore : $b World Scientific Publishing, $c c2019.
300 $a 1 online resource (228 p.) : $b ill.
504 $a Includes bibliographical references and index.
520 $a "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."-- $c Publisher's website.
588 $a Title from web page (viewed June 19, 2019)
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