Serviço pós-venda: a dimensão esquecida do marketing

Abstract

Traditionally, marketing has neglected the after-sales services. It has been worried about the activities before the sales of the products, and with the sale itself. Nowadays, this point of view is changing. More attention is given to the marketing of relationship - the aftermarketing - centered in the services that can be offered to the consumer after sale. But the concept and the importance of the after-sales marketing wasn't completely internalized by the majority of brazilian companies yet. It is far the sense between salers and buyers, after sale. And the Procon's annual report confirms this reality.