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Key Influencers: Locating, Measuring, and Creating Programs to Influence Social Media Influencers Read chapter Read first chapter

2015 | OriginalPaper | Chapter

The Impact of Servitization on Selling

Authors : Lynette Ryals, Neil Rackham

Published in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference

Publisher: Springer International Publishing

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The trend towards servitization and service-dominant logic, in which suppliers differentiate through product-service packages rather than through the underlying product, has profound but largely unrecognized consequences for selling. In this paper we examine the operationalization of service-dominant logic in the sales context and consider the implications for the sales process.

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Metadata
Title
The Impact of Servitization on Selling
Authors
Lynette Ryals
Neil Rackham
Copyright Year
2015
Book
Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference

Print ISBN: 978-3-319-11796-6

Electronic ISBN: 978-3-319-11797-3

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-11797-3_144