1 !#$%&'() *%)+%#,-./0 - ligia fascioni · fgv | gestão de serviços e marketing interno...

FGV | Gestão de serviços e marketing interno

www.ligiafascioni.com.br 1

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Serviços são inseparáveis

•  Não é possível separar o

serviço do profissional

•  Em produtos físicos, a

conexão é perdida

•  Serviços dependem de

relacionamentos

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Serviços são variáveis

•  dependem de pessoas

e circunstâncias

•  dependem do cliente

•  dependem da boa

comunicação

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Serviços são perecíveis

•  não se pode estocar

serviços para usá-los no

futuro

•  é preciso haver gestão

para a demanda flutuante



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Bibliografia

•  SPILLER, Eduardo et al. Gestão de

serviços e marketing interno. 3ª ed. Rio de

Janeiro: Editora FGV, 2006.

•  PETERS, Tom. La empresa de sericios

profesionales. Buenos Aires: Editorial

Atlantida, 2000.

•  LOVELOCK, Christopher. Services

marketing. Upper Saddle River: Prentice

Hall, 3ª ed., 1996.

•  BATESON, John e HOFFMAN, Douglas.

Marketing de serviços. 4ª ed. Porto Alegre:

Bookman, 2001.



!!!"#$%$&'&()$*+$")*,"-./

Imagens [slide]

•  Benedict Campbel [1]

•  Madelaine [3,22,36]

•  Stuart Mc Clymont[6]

•  Michael Kutsche [11]

•  Jim Ficus [16]

•  Geoffrey Cottenceau [17]

•  Bee Factory [18]

•  John Crosley [23,37]

•  Derdre O’Callaghan [29]

•  Koen Demuynck [30]

•  Dan Witz [46]

•  Saddington & Baynes [42]

•  Andrew Chan [43]

•  www.pixdaus

•  www.ffffound.com

•  www.art.com

•  2photo.ru

1 !#$%&'() *%)+%#,-./0 - ligia fascioni · fgv | gestão de serviços e marketing interno...

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