Funeral services companies in Bogota are in a transition process in their marketing strategy aimed at changing the concept of providing traditional funeral services by "homage" to the deceased beings. Its purpose is to create a closer contact to their deceased relatives, from a less painful point of view. Therefore, research was conducted using a qualitative approach, in which the main social representations meanings associated with mourning and death (both in their nuclear and peripheral components) were identified; and the main meanings associated of "love" within the sample interviewed were documented. Thus a number of categories that could be useful for improving the marketing strategies of these companies are identified. Possible biases are discussed and recommendations for future research are given.