EMOTIONALITY IN MARKETING STRATEGIES: CASE STUDY FUNERAL INDUSTRY

Authors

  • Duvan Emilio Ramírez Ospina Universidad de Manizales
  • Lina María Toro Gonzales Universidad de Manizales
  • Carolina Duarte Pareja Universidad de Manizales

DOI:

https://doi.org/10.15665/rde.v14i1.570

Keywords:

Funeral Industry, emotionality, marketing, emotional marketing, strategic planning

Abstract

n this paper, it is analyzed the handling of emotions within marketing strategies in the funeral industry companies. There are highlighted items such as the contextual character of marketing within the culture as a permeable base of society, their habits, customs and rituals. It began with a qualitative study using in-depth interviews and observation. There was a theoretical approach to emotional marketing and the relationships found between them and the marketing strategies used by the studied undertakers. It was identified that the management of emotionality implemented in the funeral industry consisted on “mourning workshops”; post-mortem events of mass character, where mourners attend talks scheduled every three months. Due to their frequency, a large number of people attended these events, making difficult the individual, detailed and direct contact between the customer and the company.

Author Biographies

Duvan Emilio Ramírez Ospina, Universidad de Manizales

Doctor en Administración, Magister en Gerencia del Talento HUmano, Especalista en Mercadeo, Economista. Decano Facultad de Ciencias Contables, Económicas y Administrativas

Lina María Toro Gonzales, Universidad de Manizales

Magister en Mercadeo; Diseñadora Industrial; Investigadora Universidad de Manizales

Carolina Duarte Pareja, Universidad de Manizales

Magister en Mercadeo;  Especialista en Docencia Universitaria; Economista;  Investigadora Universidad de Manizales

References

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Published

2016-01-30

How to Cite

Ramírez Ospina, D. E., Toro Gonzales, L. M., & Duarte Pareja, C. (2016). EMOTIONALITY IN MARKETING STRATEGIES: CASE STUDY FUNERAL INDUSTRY. Dimensión Empresarial, 14(1), 109-122. https://doi.org/10.15665/rde.v14i1.570

Issue

Vol. 14 No. 1 (2016)

Section

RESEARCH RESULTS ARTICLES

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