ABSTRACT
Implementing marketing strategies in association with religious institutions is on the rise due to a steady fall in traditional religious practice, a trend hypothesized by secularization theory long ago. Practice has decreased whereas belief has not, and thus the marketplace for religion and spiritual- ity remains vibrant. To be competitive within this environment, religious institutions are using promotion to attract parishioners to their congrega- tions. This has been most evident in the United States, where there is a tra- dition of religious marketing (Finke and Iannaccone, 1993; Moore, 1994), but increasingly this trend is proliferating around the world.
