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Marketing is a concept which is possibly 100 years old, largely driven by the strategies based on 4 P’s or 7P’s of marketing. But in the modern world what are the changes which happening are happening? The expectations of customers have gone up high, it’s no longer writing letters and waiting for responses, the responses are immediate. In this context we come across many words in marketing like SMAC, AI and lastly the large amount of communication happening on digital platform. All these advancements in marketing have led to immense competition among front line employees in service marketing. This paper discusses few competences of emotional intelligence needed to survive in the modern market where the employees are under tremendous pressure most of the time.

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