Marketing in Religious Organizations in the Digital Age

Abstract

The development of modern society is gathering pace. Information and communication technology has been changing the world on an unprecedented scale, turning it into a transparent global village. There are immense changes in behaviour and habits caused by globalisation, rapid access to information and increase in individual knowledge, which is especially noticeable in the developed world. Business entities have long realized that adaptability is the key factor of survival and growth in a changing environment. Religious organizations have also recognized this idea and are beginning to embrace new ways of operation, although rather cautiously. Some of the key requirements for successful adaptation to modern times are the use of information and communication technology as well as the use of marketing activities. Marketing is frequently viewed as nothing more than advertising, whereas it should be noted that its main function is not pushing of products or services, but rather recognizing and meeting consumer needs. The present research has focused on proper interpretation of the marketing philosophy and on seeking the optimum way to apply marketing in religious organisations in the digital age. For this purpose, the appropriate technological platform has been analysed and optimum marketing techniques for religious organisations proposed. It is concluded that the proposed model is universal and thus applicable in religious organisations in Central and Eastern Europe.