The Use of Marketing Techniques by Churches: A National Survey
In spite of misunderstandings regarding the purpose of marketing and marketing techniques, marketing by churches is becoming more prevalent in the U.S. today. This paper presents the findings from a national study involving 290 clergy of various denominations and 261 of the general public. Their vie...
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| Format: | Electronic Article |
| Language: | English |
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| Published: |
Sage Publications
1989
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| In: |
Review of religious research
Year: 1989, Volume: 31, Issue: 2, Pages: 175-182 |
| Online Access: |
Volltext (lizenzpflichtig) Volltext (lizenzpflichtig) |
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| 520 | |a In spite of misunderstandings regarding the purpose of marketing and marketing techniques, marketing by churches is becoming more prevalent in the U.S. today. This paper presents the findings from a national study involving 290 clergy of various denominations and 261 of the general public. Their views on the appropriateness of 43 church marketing activities are summarized, the extent to which these activities are used by U.S. churches is determined, and the possible relationship between church use of these activities and church attendance growth/decline is explored. Findings show the clergy to be somewhat more positive than the general public toward church use of these techniques. Yellow page advertising, through use of a regular listing, was found to be the most commonly used marketing activity. Church growth was found to be positively related to the broadcasting of church services on radio and television, yellow page advertising through use of a block ad, newspaper advertising, marketing surveys of the general public, the offering of social and service organizations, and sponsorship of sports teams. | ||
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