CONCEPTUAL MODEL OF THE RELATIONSHIP BETWEEN EMOTIONAL INTELLIGENCE AND KEY MARKETING CATEGORIES IN THE SALES PROCESS

Abstract

This article provides a theoretical generalization of approaches to the study of emotional intelligence (EI) and substantiates the feasibility of considering it through the prism of key marketing categories. An interpretation of emotional intelligence is proposed as an integrative competence of participants in the sales process, which influences the formation, awareness, and transformation of consumers' needs, values, and desires into specific behavioral decisions. It is demonstrated that the manifestation of emotional intelligence in sales personnel, business owners, and customers mediates the quality of marketing communications, the level of trust, the perception of the value proposition, and the nature of long-term relationships.
Based on the systematization of scientific approaches, a conceptual model of emotional intelligence manifestations in sales has been developed, which structurally combines the psychological characteristics of interaction subjects with basic marketing categories. The model reflects the logical transition from emotional perception to the interpretation of needs, alignment of values, and activation of desires, which form the basis for purchase decisions. It is shown that the integration of EI into marketing processes becomes particularly significant across different business models, where the nature of communication and interaction structure determine the specifics of its manifestation. The results deepen the theoretical foundations of relationship marketing and form the basis for further empirical research on the quantitative assessment of the impact of emotional intelligence on sales efficiency and the formation of competitive advantages.