<abstract xmlns="http://www.w3.org/1999/xhtml">

<p> Emotional intelligence (EI) is important in many business contexts. Knowing how sales professionals use emotions to facilitate positive outcomes for their firms, themselves and their customers is particularly important for managing marketing exchanges. To leverage EI it is necessary to accurately measure it. Existing scales are of limited value and therefore a new scale to measure EI in marketing exchange is presented here. It focuses on EI related abilities in the specific context of marketing exchange and effectively demonstrates how EI interacts with sales, customer orientation, the extent of influence of a sales rep in an encounter, customer retention and cognitive ability. The new tool helps to diagnose individual levels of marketing exchange EI. It can be very useful for employee selection and designing specific sales training in order to improve exchange relationships and interactions between buyers and sellers, in particular.</p>
</abstract>

Emotional intelligence (EI) is important in many business contexts. Knowing how sales professionals use emotions to facilitate positive outcomes for their firms, themselves and their customers is particularly important for managing marketing exchanges. To leverage EI it is necessary to accurately measure it. Existing scales are of limited value and therefore a new scale to measure EI in marketing exchange is presented here. It focuses on EI related abilities in the specific context of marketing exchange and effectively demonstrates how EI interacts with sales, customer orientation, the extent of influence of a sales rep in an encounter, customer retention and cognitive ability. The new tool helps to diagnose individual levels of marketing exchange EI. It can be very useful for employee selection and designing specific sales training in order to improve exchange relationships and interactions between buyers and sellers, in particular.

A Closer Look at Emotional Intelligence in Marketing Exchange

Gatton College of Business and Economics, University of Kentucky, Lexington, USA

School of Business, Adelphi University, Garden City, NY, USA

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"A Closer Look at Emotional Intelligence in Marketing Exchange"}

Emotional intelligence (EI) is important in many business contexts. Knowing how sales professionals use emotions to facilitate positive outcomes for their...

A Closer Look at Emotional Intelligence in Marketing Exchange

Published Online: Jul 19, 2014

Page range: 24 - 31

DOI: https://doi.org/10.2478/gfkmir-2014-0038

Keywords
Emotional Intelligence, Measurement, Scale, Marketing Exchange, Cognitive Ability, Sales Performance

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

A Closer Look at Emotional Intelligence in Marketing Exchange

Published Online: Jul 19, 2014

Page range: 24 - 31

DOI: https://doi.org/10.2478/gfkmir-2014-0038

KeywordsEmotional Intelligence, Measurement, Scale, Marketing Exchange, Cognitive Ability, Sales Performance

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Emotional Intelligence, Measurement, Scale, Marketing Exchange, Cognitive Ability, Sales Performance