I felt honored to be presenting my research in the area of sales and sales management at the AMA (American Marketing Association) SERVSIG (Special Interest Group for Service marketing research) International Service Research conference 2012 held in Helsinki, Finland.
To my not so big surprise, there were few presentations that actually focus on value-based service sales. It is apparent that most marketing researchers still regard service as referring to the service process, i.e. support and maintenance services and spare parts. The service approach and service thinking are still not understood to form a mindset.
About the 7th AMA SERVSIG conference: This year the conference was hosted by Hanken School of Economics, CERS - Centre for Relationship Marketing and Service Management, and it was held June 7-9, 2012. More information on the conference: http://www.hanken.fi/public/en/servsig2012
Frequently Asked Questions
What is the AMA SERVSIG conference?
AMA SERVSIG is the American Marketing Association’s Special Interest Group for service marketing research. Its 7th International Service Research conference was held on June 7–9, 2012 in Helsinki, Finland, hosted by Hanken School of Economics and CERS, the Centre for Relationship Marketing and Service Management. Paul Viio presented his research on sales and sales management at the conference.
What did Paul Viio observe about service research at AMA SERVSIG 2012?
Few presentations at the conference focused on value-based service sales. In Paul Viio’s view, most marketing researchers still regarded service as the service process, meaning support and maintenance services and spare parts. The service approach and service thinking were not yet understood as forming a mindset.
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