Evangelism: New Age Marketing

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Case Details:

Case Code : BSTA123
Case Length : 08 Pages
Period : -
Organization : -
Pub Date : 2005
Teaching Note :Not Available
Countries : America
Industry : -

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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The old Protestant main line had lost members until the early 1990s, when its decline leveled off. By the early 2000s, newer forms of religious faith seemed to be emerging. Evangelicals were now the largest Protestant group...

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Other than the Bible and the New Testament, the new look had also permeated into other literature which was evangelical in nature. These works were written by the evangelists for the masses - the new converts, those looking for inspiration. One such book was The Purpose-Driven Life, written by Rick Warren in 2002...

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In the early 2000s, evangelical Christianity was profoundly reshaping many aspects of American politics and society. In the 1960s and '70s, prominent evangelicals like Billy Graham had kept a careful separation of pulpit and politics -- even though he served as a spiritual adviser to President Richard M. Nixon...

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Such marketing and services had helped to create brand loyalty any CEO would envy. Willow Creek ranked in the top 5% of 250 major brands. Life Church had five campuses in Oklahoma. Pastor Groeschel had moved into Arizona after market research pinpointed Phoenix as an area with a large population but few effective churches...

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As the nation became more religiously diverse, experts felt that American culture itself was likely to face difficult adjustments...


Exhibit 1: U.S. Christian Church Members, by Select Congregations
Exhibit 2: Share of U.S. Population by Religious Affiliation in 2004
Exhibit 3: Using Mass Marketing Tactics

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