Composto de marketing de serviços adotados por grupos empresariais do setor funerário Marketing mix of services adopted by business groups in the funeral industry

The objective of this study was to identify the elements of the compound of services marketing adopted by funeral business groups (Funeral, Family Assistance Plan and Cemetery). For that, the methodology used was qualitative and descriptive, where the data were be collected through semi-structured interview, with six of the twelve funeral business groups in the country. The elements of service marketing the more elaborate by funeral business groups are: product, with emphasis for the quantity of complementary services offered; people; and physical evidence.