Marketing and the Religious Right: An Application of the Parallel Political Marketplace Conceptualization

Abstract

This article uses the parallel-political marketplace conceptualization as a framework for describing the use of economic and political power by the religious right in attempting to constrain certain marketing practices. The historic relationship between religious beliefs and political action in the United States is considered, and the various constituencies, advocacy organizations and agenda of the religious right are identified. The role of the marketer as a political actor in the parallel-political marketplace is also explored.