ABSTRACT
Faith is generally marketed in two ways, to religious consumers and by religious leaders. Initially, the chapter encourages business leaders, both marketers and non-marketers, to provide better customer relationships by paying greater attention to faith as a consumer characteristic. If this interest and understanding is authentic and sustained it will lead to more effective marketing outcomes at a time when the percentage of the world population adhering to a religion is increasing. Following the examination of how the sacralisation of the ordinary and the spiritualisation of consumption affects religious consumers the focus shifts to considering the marketing aspects of faith brand competition and how religious leaders protect and project their brand. The chapter concludes by reaffirming the need for marketing to embrace those religious values that affirm humanity in a sustained and authentic manner and suggests further research into this important market segment.
