Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Peter, P. C. 2010. Emotional Intelligence. Wiley International Encyclopedia of Marketing. 4.
- Published Online: 15 DEC 2010
Emotional intelligence is introduced in the field of advertising and marketing communications. An overview of the construct, in terms of its historical perspective, models and applications is provided, together with suggestions for future research.
- emotional intelligence;
- marketing communications;
- consumer behavior;
- decision making;