Understanding Church Growth through Church Marketing: An Analysis on the Roman Catholic Church’s Marketing Efforts in Ghana
Keywords:
Church marketing, market orientation, consumer behavior, social marketing, Catholic Church, Ghana.Abstract
Dwindling church membership coupled with the pressing need for raising resources have made it essential for churches to understand the laity’s expectations about religious organizations and act upon them. For good or bad, there is an increasing influx of marketing philosophies and principles into the churches’ everyday practices. This paper reviews the extant literature on church marketing and highlights opportunities for market oriented managerial actions for church growth. Challenges in adapting the marketing concept to the promotion of faith and the sale of religious objects are identified. Finally, a brief case study of the marketing activities of the Catholic Church in Ghana is provided.Â
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