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‘We aim to provide excellent service to everyone who comes to church!’: Marketing mega-churches in Singapore

‘We aim to provide excellent service to everyone who comes to church!’: Marketing mega-churches... The discourse and techniques of marketing have permeated many non-business areas of social life, including religion. In this paper, we explore the implications of this trend for the practice of the Christian church. Using two cases of mega-churches in Singapore, we show how marketing fosters a re-conceptualization of religion where religious organizations seek to build their ‘brands’ through diversified offerings. Marketing may enable religious organizations to grow, but the cases also show how it can fundamentally change the practice of religion itself. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Social Compass: Revue Internationale de Sociologie de la Religion/ International Review of Sociology of Religion SAGE

‘We aim to provide excellent service to everyone who comes to church!’: Marketing mega-churches in Singapore

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References (52)

Publisher
SAGE
Copyright
© The Author(s) 2013
ISSN
0037-7686
eISSN
1461-7404
DOI
10.1177/0037768613502765
Publisher site
See Article on Publisher Site

Abstract

The discourse and techniques of marketing have permeated many non-business areas of social life, including religion. In this paper, we explore the implications of this trend for the practice of the Christian church. Using two cases of mega-churches in Singapore, we show how marketing fosters a re-conceptualization of religion where religious organizations seek to build their ‘brands’ through diversified offerings. Marketing may enable religious organizations to grow, but the cases also show how it can fundamentally change the practice of religion itself.

Journal

Social Compass: Revue Internationale de Sociologie de la Religion/ International Review of Sociology of ReligionSAGE

Published: Dec 1, 2013

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