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Emotional Intelligence in Marketing: The Human Connection

Book Title: Recent Trends in Business Management and Social Sciences

Editors:  Dr. Jasbir Kaur and Dr. Devyani Ingale

ISBN:  978-81-970457-8-3

Chapter: 12

DOI:  https://doi.org/10.59646/rtbmssC12/134

Author: Dr. Prashant Kalshetti, Associate Professor & Head, Dept. of BBA, Dr. D Y Patil Vidyapeeth, Global Business School and Research Centre, Pune, Maharashtra, India.

Abstract:

This chapter explores the intersection of emotional intelligence and marketing, shedding light on how understanding and harnessing emotions can significantly impact consumer engagement and brand success. The narrative begins by defining emotional intelligence and its relevance in the marketing context, emphasizing the pivotal role emotions play in consumer decision-making. The chapter delves into the multifaceted applications of emotional intelligence in marketing strategies, including the creation of emotionally resonant content, brand messaging, and customer interactions. It explores the use of empathy and social awareness in tailoring marketing campaigns that authentically connect with diverse audiences, fostering a deeper and more meaningful relationship between consumers and brands. Practical examples and case studies illustrate how emotional intelligence can be leveraged to enhance brand perception, loyalty, and overall customer satisfaction. The chapter also addresses the challenges and ethical considerations associated with employing emotional intelligence in marketing, highlighting the importance of authenticity and responsible emotional engagement.

References

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