Religious marketing: reflections from the other side of politics

Article


Shepherd, I. 2004. Religious marketing: reflections from the other side of politics. Journal of public affairs. 4 (3), pp. 317-341. https://doi.org/10.1002/pa.193
TypeArticle
TitleReligious marketing: reflections from the other side of politics
AuthorsShepherd, I.
Abstract

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.

PublisherWiley
JournalJournal of public affairs
ISSN1472-3891
Publication dates
PrintAug 2004
Publication process dates
Deposited21 Oct 2010
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.1002/pa.193
LanguageEnglish
First submitted version
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