Emotional Intelligence in Services Marketing

Marketing concept whose principles are devoted to developing and supporting socio emotional relation with the consumer on the market relation in this context is interpreted as the highest category of the form of exchange, which can be achieved only with the presence of the socio emotional link between two or more market players. In the marketing context the phenomenon of hyper reality offers the chance to satisfy individual consumer expectations by creating illusion therefore marketing in the contemporary era can be defined as a "Tool for satisfying consumer illusions". In this world of symbols and images consumers seek meaning and experiences, whereas creation of images and their transfer to the consumer's consciousness become the basic purpose of EMOTIONAL MARKETING. In the contemporary marketing consumers buying or consumption decision are more affected by the implementation through informational processes and communication media, to stimulate the emotional wants of consumers which requires a new approach to marketing activity by defining marketing as the process of minimizing information uncertainties in order to turn consumer illusions into a mutually valuable reality.