Duvan Emilio Ramírez Ospina
Lina María Toro Gonzales
Carolina Duarte Pareja

DOI: http://dx.doi.org/10.15665/rde.v14i1.570


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.


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

Full Text:

PDF (Sp)


Caro J, M. C., & Piñero, M. S. (2014). Las emociones y la resistencia al cambio de las actitudes. Revista Española de Investigación de Marketing ESIC. Vol. 18, 17 - 31.

Eigler, P., & Langear, E. (1989). SERVUCCIÓN: El marketing de Servicios. Madrid: McGraw Hill.

Eric R, K., James h, S., & Thomas M, J. (1997). Neurociencia y Conducta. Madrid: Prentice Hall.

Estebana, A. A., Delgado B, E., & Pelaez M, J. (2014). ¿Quién ama a las marcas? Determinantes personales y de consumo. Revista Española de Investigación de Marketing ESIC, 2 - 16.

Garcia, L. (2010). Marketing Experiencial en Sectores de Servicios con Establecimientos de Atención al Público. Madrid: Universidad Complutense de Madrid.

Hirschman, E. (1999). The Roles of Emotion in Consumer Research. Advances in consumer research, 4-11.

Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects Of Consumptiom: Consumer Fantasies, Feelings and Fun. The Journal of Consumer Research, Vol.9, No 2, 132 - 140.

Karmarkar, U. R. (2011). Note on Neuromarketing. Boston: Harvard Business School.

Klaric, J. (2012). Estamos ciegos. Lima: Planeta.

López, B. (2006). Marketing y emociones. Business & Marketing, 23-39.

López, P. A. (2013). Una aproximación al campo de estudio del pensamiento estratégico desde las publicaciones académicas: de lo predecible a lo emergente. Investigación y Reflexión, vol. XXI. N. 1, 217 - 241.

Marci, C. (2008). Minding the gap: the evolving relationship between affective neuoscience and advertising research. intenational journal of advertising, 474-491.

Moral, M., & Fernadez, M. T. (2011). NUEVAS TENDENCIAS DEL MARKETING: EL MARKETING EXPERIENCIAL. Entelequia, 237-251.

Pine, B., & Gilmore, J. (1998). The Experience Economy: work is theatre and every business a stage. Boston: Editorial Harvard Business School Press.

Rapaille, C. (2007). Codigo Cultural. México: Norma.

Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York: New York: Free Press.

Vélez, C. (2006). Hacia una humanización de la empresa funeraria. Pensamiento y gestión, No. 21, 93 - 116.


  • There are currently no refbacks.

Copyright (c) 2016 Duvan Emilio Ramírez Ospina, Lina María Toro Gonzales, Carolina Duarte Pareja

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.