<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The Catholic Church – though in popular opinion it is sometimes treated as a stronghold of conservatism, traditionalism, suspicion of progress and novelty, it changed significantly in the second half of the 20th century and continues to change its attitudes, especially in terms of the use of social communication and attitude to the media mass. The Church’s growing openness to media relations and the use of a rich instrumentation of social communication has become one of the reasons for the growing popularity of market orientation among the clergy and active believers, which opens opportunities for the development of the concept of a specific sectoral marketing formula of church marketing. In this article the authors search for the causes of the progressive phenomenon of the marketization of religion, present examples of the activities of the Polish Catholic church, inscribed in the church marketing trend, as well as define the negative consequences resulting from its dissemination. The applied research method is based on the literature analysis and case studies analysis.</p></abstract>

The Catholic Church – though in popular opinion it is sometimes treated as a stronghold of conservatism, traditionalism, suspicion of progress and novelty, it changed significantly in the second half of the 20th century and continues to change its attitudes, especially in terms of the use of social communication and attitude to the media mass. The Church’s growing openness to media relations and the use of a rich instrumentation of social communication has become one of the reasons for the growing popularity of market orientation among the clergy and active believers, which opens opportunities for the development of the concept of a specific sectoral marketing formula of church marketing. In this article the authors search for the causes of the progressive phenomenon of the marketization of religion, present examples of the activities of the Polish Catholic church, inscribed in the church marketing trend, as well as define the negative consequences resulting from its dissemination. The applied research method is based on the literature analysis and case studies analysis.

Marketing Communication of the Catholic Church – a Sign of the Times or Profanation of the Sacred?

University of Information Technology and Management in Rzeszow

Studia Humana

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The Catholic Church – though in popular opinion it is sometimes treated as a stronghold of conservatism, traditionalism, suspicion of progress and novelty, it...

Marketing Communication of the Catholic Church – a Sign of the Times or Profanation of the Sacred?

Published Online: Jun 04, 2018

Page range: 15 - 23

DOI: https://doi.org/10.2478/sh-2018-0007

Keywords
Church marketing, marketing communication, Catholic Church

© 2018 Sławomir Gawroński et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Marketing Communication of the Catholic Church – a Sign of the Times or Profanation of the Sacred?

Published Online: Jun 04, 2018

Page range: 15 - 23

DOI: https://doi.org/10.2478/sh-2018-0007

KeywordsChurch marketing, marketing communication, Catholic Church

© 2018 Sławomir Gawroński et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Church marketing, marketing communication, Catholic Church