American and British clergy attitudes towards marketing activities: A comparative study

Churches, in both the US and the UK, are increasingly seen to be engaging i n what have been termed marketing activities. A small number of studies hav e investigated the degree to which clergy in the US view the use of marketi ng techniques as acceptable and appropriate. This article makes a contribut ion to the continuing debate surrounding the use of marketing in a church s etting by comparing the extent to which American and British clergy views d iffer Results indicate that, in general, British clergy are more reluctant to countenance the use of marketing techniques within a church context, alt hough a small number of exceptions emerged. bl particular; British clergy a ppeared to be more accepting of changes made to the presentation of church doctrine, given changes in society's views of acceptable behaviour.