EMOTIONALITY IN MARKETING STRATEGIES: CASE STUDY FUNERAL INDUSTRY

Duvan Emilio Ramírez Ospina
Lina María Toro Gonzales
Carolina Duarte Pareja


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

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.


Keywords


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

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