| Summary: | The marketing has as an essential objective the orientation of firms’ activities based on the market needs. This presupposes, necessarily,the existence of an informational system very well established, that observes any rapid changing market environment: the consumer, distributor andcompetition. Marketing services is a marketing specialized domain, autonomous, clearly differentiated, in the process of consolidation anddevelopment. The services characteristics such as: immateriality, inseparability, variability, inability of storage, they normally lead to a discussion onwhether the marketing of services is similar to or different from that of physical goods.
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