Mix Marketing: A Set of Tools at the Disposal of the Religious Entrepreneur

Mix Marketing: A Set of Tools at the Disposal of the Religious Entrepreneur

Mvele Sigismond Hervey (University of Yaounde II, Cameroon)
DOI: 10.4018/978-1-7998-1802-1.ch010

Abstract

The objective of this work is to contribute to the decompartmentalization of knowledge resulting from practitioners' experiences in religious marketing. Through an exploratory survey among six leaders of new churches and 90 of their worshippers, the authors tried to provide the basis for a reflection on the relevance of the use of religious marketing in a context of poverty. For this purpose, they use a thematic content analysis and a descriptive analysis. Results show that the religious field is just a field of social life experimentation, characterized by the expression of economic interests. This work provides a model for understanding church followers.
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Introduction

This chapter aims to contribute to the debate on religious entrepreneur. In this regard, it is interested in the use of marketing tools in religious practices, precisely marketing mix instruments. To do this, we propose, through a thematic content analysis and a descriptive analysis, the bases of a discussion on the relevance of using religious marketing to attract more worshippers.The purpose of this exploratory workis to contribute to the opening-up of the knowledge resulting from practitioners' experience in religious marketing.

Key Terms in this Chapter

Worshippers: A person who adheres to a religion and practices it.

Marketing: The set of means available to an organization to sell its products, services, ideas to its consumers in a profitable way.

Religious Entrepreneur: An individual who, in the name of God, decides to commit himself to lead his followers to the “path that leads to him” by making them believe that he is his messenger. From his prayer, he will help them to solve their spiritual and material problems.

Religious Products: All the products used in a religious community to praise and worship the lord.

Church: A place of worship that designates the building where a community meets. It is the group of people gathered to pray and celebrate God.

Religion: System of practices and beliefs that defines usage in a community.

Religious Marketing: Use of marketing techniques to influence potential or current members to attract and retain them.

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