Religious Marketing is Different

Document Type

Article

Publication Date

2010

Keywords

Christianity, church marketing, mission, needs, religion, social services

Abstract

he controversy surrounding the use of marketing by religious organizations is over two decades old and still raging. Theologians have been overwhelmingly opposed to any use of marketing by churches, while marketers have turned a blind eye toward their concerns and churned out books and articles on how to do church marketing. This article attempts to find common ground between the two camps by identifying the marketable components of church missions, and describing a way of marketing them that preserves the spiritual identity of the institution.

Journal Title

Services Marketing Quarterly

Volume

32

Issue

1

First Page

44

Last Page

59

First Department

School of Business Administration

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