EMOTIONAL INTELLIGENCE IN THE SYSTEM OF ENTERPRISE MARKETING MANAGEMENT

Abstract

The article reveals the essence of emotional intelligence, as well as the reasons and features of its application in the marketing management system of enterprises operating in a dynamic business environment. The relevance of the study is determined by the growing importance of human-centric management approaches, the growing role of effective business communications and the need to strengthen customer orientation and competitiveness of the organization in conditions of rapid market changes. The role of emotional intelligence as a significant factor in increasing managerial efficiency, strengthening interpersonal interaction and increasing the effectiveness of marketing activities is substantiated. Theoretical and methodological foundations for studying the relationship between emotional intelligence, marketing management and management psychology are developed. The article considers the evolution of scientific approaches to the interpretation of emotional intelligence and determines its place in the modern management paradigm. Special attention is paid to the analysis of emotional intelligence as an interdisciplinary category that integrates psychological, managerial and marketing aspects of the organization's development. The main components of emotional intelligence are characterized, their impact on managerial decision-making, personnel motivation, conflict management, team interaction and the effectiveness of marketing communications are determined. The study emphasizes that the ability of managers and employees to understand and regulate emotions contributes to the formation of a favorable organizational climate, the development of customer-oriented behavior and the improvement of communication processes both within the enterprise and in relations with external stakeholders. The relationship between the components of emotional intelligence in the enterprise's marketing management system is established. Key areas for the development of emotional competence of managers and employees as an important tool for increasing organizational efficiency, strengthening competitive advantages, increasing customer satisfaction and ensuring sustainable development of modern enterprises are identified.