Abstract

Evangelical Christianity has started to profoundly reshape many aspects of American politics and society. Newer forms of religious faith have gained ground. Evangelicals are now the largest Protestant group. The new style attaches a lot of importance to marketing religion to attract customers by making it more appealing to the masses. The new look has also permeated literature. Priests have been writing best sellers. These books are being marketed through an innovative tactic called "pyro marketing," which is essentially getting products to those people most likely to love them and spread the word. The impact of these changes on American society will be known only in the years to come.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Evangelical Christianity, American politics and society, The largest Protestant group, Pyro marketing, American society and Marketing religion