Original Research

The applicability of some marketing principles to the Gospel

I. D. Wolfaardt, G. J. de Klerk
Koers - Bulletin for Christian Scholarship/Bulletin vir Christelike Wetenskap | Vol 58, No 2 | a689 | DOI: https://doi.org/10.4102/koers.v58i2.689 | © 1993 I. D. Wolfaardt, G. J. de Klerk | This work is licensed under CC Attribution 4.0
Submitted: 24 January 1993 | Published: 24 January 1993

About the author(s)

I. D. Wolfaardt, Business and Marketing Consultant Potchefstoom, South Africa
G. J. de Klerk, Department o f Business Economics Potchefstroom University for CHE Potchefstroom, South Africa

Full Text:

PDF (330KB)

Abstract

The primary objective of this study irav to test the applicability of some marketing principles to the Gospel. The secondary objective was to ascertain a correlation between the growing and declining churches and their respective adherence to or rejection of marketing principles. A new concept of marketing - the stewardship marketing concept - had to be formulated to satisfy the unique character of the Gospel. This broadened stewardship marketing concept allows the Gospel to be described as an intangible product which can be promoted, distributed and exchanged for scarce resources. Man's inability to 'sell' an excellent product like the Gospel dearly asks for a new distribution system to promote the Gospel This new distribution system, defined as a multi-channel vertical marketing system, can supplement and does not necessarily become a substitute for existing church structures.

Keywords

No related keywords in the metadata.

Metrics

Total abstract views: 1021
Total article views: 791

Reader Comments

Before posting a comment, read our privacy policy.

Post a comment (login required)

Crossref Citations

No related citations found.