| dc.description.abstract | Despite the marketing-saturated world in which we live, congregations do not always seem to be
market-oriented entities. This thesis defends and encourages the adoption of a market-oriented
mindset in a mission-minded congregation. This thesis argues that adopting a market-oriented
mindset and engaging in marketing practices is consistent with congregations which explicitly
and practically confess a complete trust in the means of grace as God’s tools for converting
unregenerate hearts. The thesis asserts that a congregation which assumes a market-oriented
mindset will enhance its efficient use of resources as they carry out God-pleasing ministry. The
paper focuses on the definition and understanding of three important parts of congregational
marketing: mission, brand, and market Segmentation. Importance is placed on developing a
comprehensive marketing strategy in tandem with the long-range congregational planning. The
writer developed illustrations to visualize the relationship of a congregation’s local mission,
congregational vision, congregational goals, and strategies. A comprehensive marketing strategy
template was also constructed as an aid for congregations. The conclusion reached by this thesis
states that both a complete trust in the means of grace and a market-orientation can exist in a
congregation focused on God’s mission to build his church. | en_US |
