Abstract
It could be noted that marketing can be stretched beyond profit business organisation. In the area of services, it is important to note that both profit and non-profit organisations share competitive traits in the sense that they are competing with one another advantageously to distinguish themselves. Thus, this paper reviews the existing literature on services marketing and highlights opportunities for competitive-oriented church activities for improved church marketing. These activities are simplified in this review by first identifying, the theoretical implications and then presenting an overview of the services marketing mix ingredients. Although the variety of ways in which services marketing mix are construed is enormous, some relevant studies on services marketing mix and studies with church efforts to implement the principles of services marketing mix are the focus of this theoretical paper. Thus, the 7Ps of services marketing, which is an extension of the original marketing mix from four to seven elements, is discussed.
Highlights
Introduction accessibleBeckwith (2013) argues that the approach of service makes marketing easier, cheaper, and more profitable
This study provides insight into how services marketing can be applied to non-profit organisations and in the area of service quality within a given market
Apart from doctrinal ethical concerns regarding the marketing of faith and religion, doubts arise as to how marketing can affect the future of the Church
Summary
The study centres on a secondary source of data, associated with a literature review of existing data. The secondary data which constitute the core of the literature review are drawn from textbooks, journals, articles, previous researches, and internet sources (Appiah et al, 2013). The notion behind the use of secondary data is to establish the theoretical underpinning of the effective and non-effective use of marketing by churches
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