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Religion, in many respects, is a growth industry. One particularly successful manifestation of this growth is the megachurch, defined as a Protestant church with at least 2,000 weekly attendants. On the other hand, many mainstream Protestant churches have experienced membership declines. The purpose of this paper is to explore the success of the megachurch from a marketing strategy perspective. The implications that this might have on the discipline of marketing and business in general will be discussed. Directions for future research are identified.
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