Evangelism: New Age Marketing

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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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Case Details:			Price:
Case Code	:	BSTA123	Electronic Format: Rs. 300; Courier (within India):Rs. 25 Extra Themes -
Case Length	:	08 Pages
Period	:	-
Organization	:	-
Pub Date	:	2005
Teaching Note	:	Not Available
Countries	:	America
Industry	:	-

Abstract:

Evangelical Christianity has started to profoundly reshape many aspects of American politics and society. Newer forms of religious faith have gained ground. Evangelicals are now the largest Protestant group. The new style attaches a lot of importance to marketing religion to attract customers by making it more appealing to the masses. The new look has also permeated literature. Priests have been writing best sellers. These books are being marketed through an innovative tactic called "pyro marketing," which is essentially getting products to those people most likely to love them and spread the word. The impact of these changes on American society will be known only in the years to come.