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| Seminar on “Integrated Service Marketing Approach to Sustain Competitive Advantage” concludes | | |
Early Times Report
On the concluding day of the two day national seminar on “Integrated Service Marketing Approach to Sustain Competitive Advantage” organised by Department of Commerce under SAP scheme of the UGC,
Prof NS Gupta, Founder Faculty Member of the Department and mentor of business education in J&K was the Chairperson of the session and Prof Kiran Raina co-chaired the session. Prof Zahoor Ahmed and Prof P K Koul, Senior most Faculty Members from the colleges respectively from Kashmit and Jammu present in the session, were the guest speakers. About twenty eight papers were presented in the sessions, covering varied services such as banking, education, healthcare, retail, tourism, online etc. The marketing aspects focused in different papers include, service quality, consumer satisfaction, consumer and switching behaviour, consumer loyalty, internal marketing orientation, logistics management, brand building and cross-selling. Prof N S Gupta concluded the session with his remarks on the papers presented and expressed his viewpoints on the Integrated Service Marketing Approach. The presentation of Ms Nitesha Seli was considered as the best amoung the presentations by research scholarst. Dr Gurjeet Kaur gave formal vote of thanks. The session was also coordinated by Dr Gurjeet Kaur.
In the beginnining of the seminar, Dr Hardeep Chahal welcomed the Chief Guests, delegates and faculty from various universities across the country. This was followed by the report presentation of the four sessions presented by Ms Bhupinder Kaur ( Inaugral), Ms Jeevan Jyoti ( First Technical Sesion - Business Performance ) and Ms Jyoti Bahl (Technical sessions 2 and 3 on Human Resources and Marketing respectively). Prof Roshan Lal Raina, IIM, Lucknow spok as Chief Guest and Prof B P S Sehgal presided over the Valedictory Session. Prof Raina spoke about paradigm shift in the economy from agriculture driven to industry driven to information driven. He remarked that there is a need to focus on three Cs – consumer, company and custodian to sustain competitive advantage. He also mentioned about the future research agenda which should be focussed on hollistical rather than focussing on individual nuts and bolts criteria. Prof Sehgal gave the presidential address and spoke about the relevance of the seminar theme in the present scenario. He gave the reference of China whose products are virtually dominating the Indian market. Later the senior-most college faculty from Jammu and Kashmir provinces, present in the seminar, and best presenters of the three technical sessions. Ms Shruti , Ms Monica and Ms Nitesha Seli were honoured with the momentos. Formal vote of thanks was presented by the Prof RD Sharma. The session was coordinated by Dr Rajender Mishra of The Business School, Jammu University.
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