Religious marketing: reflections from the other side of politics

The idea that politics and religion occupy adjoining berths in the broadened marketing camp is critically examined. Following a brief review of contemporary religious marketing, a comparison is undertaken of religion and politics to determine whether they conform to a common marketing framework for non-business environments. The idea that marketing in faith environments is validated by the 'religious economy' theory is critically examined, significant objections to the adoption of marketing principles and methods by the religious community are explored, and some limitations of the exchange concept in a faith context are identified. Some implications are considered for both political and mainstream marketing, in terms of recent attempts to broaden the scope of marketing.