EMOTIONALITY IN MARKETING STRATEGIES: CASE STUDY FUNERAL INDUSTRY

In 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 qualit...

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Bibliographic Details
Published in:Dimensión empresarial 2016-04, Vol.14 (1), p.109
Main Authors: Duvan Emilio Ramírez Ospina, Toro Gonzales, Lina María, Carolina Duarte Pareja
Format: Article
Language:Spanish
Subjects:
Emotions
Funeral industry
Market strategy
Marketing
Strategic planning
Online Access:Get full text
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Summary:In 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.
ISSN:1692-8563
2322-956X
DOI:10.15665/rde.v14i1.570