Church Marketing – Concept and Utility

Abstract

The church mission and objectives are more and more difficult to accomplish because of the secularization of the today’s society. Church’s use of marketing is a sensitive issue that has both supporters and critics. This article subscribes to the positive point of view that suggests that religious organizations can apply marketing in order to fulfill their mission and to obtain better results. It also claims that the use of marketing by the church and clergy does not contradict the religious core values and that church marketing should develop a theoretical framework of its own and a specific set of methods, techniques and instruments. The present paper reveals the complexity of religious marketing. It presents a holistic view of the church marketing and proposes a specific conceptual framework for it. The article demonstrates that religious organizations’ marketing should be regarded as a form of social marketing and it briefly describes the church marketing process.