A SHORT-FORM MEASURE FOR ASSESSMENT OF EMOTIONAL INTELLIGENCE INMARKETING EXCHANGES

Emotional intelligence (EI) is being recognized as a correlate of success in various domains of personal and professional life. The aim of this study is to generate and evaluate a shortened Iranian version of the Emotional Skills based on bar-on instrument for salespeople in Iran.This research examines how sales professionals use emotions in marketing exchanges to facilitate positive outcomes for their firms, themselves, and their customers.The authors conduct this study to examine the impact of emotional intelligence (EI) in marketing exchanges on key marketing exchange variables:Customer orientation and manifest influence and adaptive selling.Finally, results indicate a positive relationship between EIME and key marketing exchange variables