Marketing and Christian Proclamation in Theological Perspective

The contemporary church faces questions about using marketing to grow amid declining church affiliation and how Christians should relate to material goods. This book develops a theology of marketing that draws on marketing practices and Martin Luthers theology of the Word to show that marketing and the gospel have formal similarities but different material effects. A theology of the Word can help the church resist the deformations of capitalism.

Format: Hardback
Length: 248 pages
Publication date: 28 June 2021
Publisher: Rowman & Littlefield

In the ever-evolving landscape of today's market-driven world, the contemporary church finds itself grappling with a multitude of pressing concerns as it continues to be shaped by the influential forces of neoliberal capitalism. This book takes a theological approach to understanding marketing, building upon previous examinations of capitalism and consumerism to address two fundamental questions. Firstly, even though church marketing has been observed to contribute to the growth of churches in the face of declining church affiliation, should the church embrace this practice? Secondly, given the close relationship between the church and culture in terms of consumption, how should Christians approach material goods?

To address these critical inquiries, Emily Beth Hill develops a comprehensive framework that integrates marketing practices, their historical trajectory, and Martin Luther's theology of the Word. By combining Martin Luther's pro me ("for me") theology with marketing concepts, Hill demonstrates that while marketing and the gospel share formal similarities, they operate on different planes materially. Marketing functions as a word of law, distinct from the effective and liberating word of the gospel proclaimed for us. As a result, these two forces shape distinct human identities.

While existing examinations of capitalism primarily focus on theologies and discourses of desire, Hill's work reveals a rich and previously unexplored realm for reflection on how the church can resist the distortions of capitalism. By drawing upon the theology of the Word, Hill offers a fresh perspective on the church's role in shaping a more just and equitable society.

In conclusion, this book provides a valuable contribution to the ongoing discussion about the intersection of religion, marketing, and capitalism. By exploring the theological dimensions of marketing, it offers a framework for the church to navigate these complex issues and engage with the world in a meaningful and impactful way.

Weight: 553g
Dimension: 239 x 160 x 24 (mm)
ISBN-13: 9781978710115