THE EFFECT OF EMOTIONAL INTELLIGENCE ON MARKETING EFFECTIVENESS: A RESEARCH
DUYGUSAL ZEKÂ’NIN PAZARLAMA ETKİNLİĞİ ÜZERİNDEKİ ETKİSİ: BİR ARAŞTIRMA

Author : Tülin DURUKAN -- Melahat ÖNEREN - Cihat KARTAL
Number of pages : 1-18

Abstract

This study aims at carrying out an empirical research which determines the effect of emotional intelligence on marketing effectiveness in the export firms operating in Antalya province. The survey method has been applied in the research which was designed as two dimensional such as emotional intelligence and marketing effectiveness. The survey has been conducted through face-to-face interview method with 330 export firms and the obtained data has been examined. In the analysis of the research data, the validity of the established by structural equality model has been tested. The research hypothesis which was set off in theoretical framework has been accepted and it has been determined that emotional intelligence has a positive effect on the marketing effectiveness. Designed research model is definitely verified. In this study, emotional intelligence and marketing activity models were applied in the export enterprises of Antalya province and more information about emotional intelligence and marketing activity was tried to be contributed. Nevertheless, it is possible to say that the leaders should have emotional intelligence to should realize the targets, have an effective marketing performance of the leaders and to lead people to a common purpose.

Keywords

Emotion Intelligence, Marketing Effectiveness, Export Business

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