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American and British Clergy Attitudes Towards Marketing Activities: A Comparative Study

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  • Sherman Ann
  • James F. Devlin

Abstract

Churches, in both the US and the UK, are increasingly seen to be engaging in what have been termed marketing activities. A small of studies have investigated the degree to which clergy in the US view the use of rnarketing techniques as acceptable and appropriate. This article rnakes a contribution to the continuing debate surrounding the use of marketing in a church setting by comparing the extent to which American and British clergy views differ: Results indicate that, in general, British clergy are rnore reluctant to countenance the use of merketing techniques within a church context, although a small number of exceptions emerged. In particular; British clergy appeared to be rnore accepting of changes made to the presentation of church doctrine, given changs in society's views of acceptable behaviour.

Suggested Citation

  • Sherman Ann & James F. Devlin, 2000. "American and British Clergy Attitudes Towards Marketing Activities: A Comparative Study," The Service Industries Journal, Taylor & Francis Journals, vol. 20(4), pages 47-61, October.
    • Handle: RePEc:taf:servic:v:20:y:2000:i:4:p:47-61
    DOI: 10.1080/02642060000000046
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    Cited by:

    1. Abela, Andrew V., 2014. "Appealing to the imagination: Effective and ethical marketing of religion," Journal of Business Research, Elsevier, vol. 67(2), pages 50-58.
    2. Bence-Kiss, Krisztina & Szigeti, Orsolya, 2020. "Krishna Consciousness In Europe: The Way Farming Communities Became The Focal Points Of Marketing," APSTRACT: Applied Studies in Agribusiness and Commerce, AGRIMBA, vol. 14(3-4), December.

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