American and British Clergy Attitudes Towards Marketing Activities: A Comparative Study |
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Authors: | Sherman Ann James F Devlin |
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Institution: | 1. Associate Professor in the Department of Education , Saint Francis Xavier University , Canada;2. Senior Lecturer in the Division of Business and Management , University of Nottingham in Malaysia , Wisma MISC, Kuala Lumpur, 50450, MalaysiaJalan Conlay |
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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. |
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