The four branch model as the construct of emotional intelligence: (1) the ability to accurately perceive, appraise and express emotion; (2) the ability to use emotion to facilitate thinking; (3)the ability to understand the temporal course and probable outcome of emotions; and (4) the ability to regulate emotions effectively.

Today’s marketing environment is complex; the market is extremely competitive, technology is making alternatives and low distribution methods possible, product life cycles are accelerating, and customers are becoming less loyal and more sophisticated while at the same time becoming more demanding. As a result, the nature of buyer seller exchanges and account management has shifted from a simplistic production and sales perspective to a more complex role of partnering with customers.Thus the person is able to achieve this goal using the EI.