Marketing and Religion: The role of marketing in the origin, expansion and consolidation of the Renascer em Cristo Apostolic Church. / Marketing e religião : o papel do marketing na origem, expansão e consolidação da Igreja Apostólica Renascer em Cristo

AUTOR(ES)
DATA DE PUBLICAÇÃO

2006

RESUMO

The present work aims at analyzing the use of marketing techniques by neopentecostal churches, which appeared in the brazilian religious scene between the decades of 1970 and 1980. By using marketing techniques, these churches try to expand their area of influence in the religious field, causing a great competition among the various christian and non-christian churches. Among the neopentecostal churches that appeared in Brazil in that period, we discuss the case of the Renascer em Cristo Apostolic Church, founded in 1986, which head office is located in the City of São Paulo. This particular church was chosen as the object of this project because it contains several elements in its religious practice that allow us to affirm that marketing and religion can perfectly coexist, without prejudice. Studying this religious institution, we found out that marketing has played and important role in the expansion and consolidation of this church in brazilians religious scene. Estevam Hernandes Filho founder and leader of the Renascer em Cristo Apostolic Church has a great e xperience with marketing techniques, acquired in years of work, in several national and international companies, as a marketing professional. This experience has allowed him to use the same techniques in his current enterprise. As a result, the Renascer em Cristo Apostolic Church posses, until the present, an empire that includes approximately 1,300 temples all around Brazil, radio stations, a TV station, a publishing house, a record studio and the Renascer Foudation, which centralizes all administrative activities of the Church.

ASSUNTO(S)

igreja apostólica renascer em cristo mercado religioso neopentecostalismo marketing religião neopentecostalism religious marketing marketing religioso religious market campo religioso renascer em cristo apostolic church religious field marketing ciencias da religião - teses e dissertações ciencias humanas religion

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