‘We aim to provide excellent service to everyone who comes to church!’: Marketing mega-churches in Singapore

Abstract

The discourse and techniques of marketing have permeated many non-business areas of social life, including religion. In this paper, we explore the implications of this trend for the practice of the Christian church. Using two cases of mega-churches in Singapore, we show how marketing fosters a re-conceptualization of religion where religious organizations seek to build their ‘brands’ through diversified offerings. Marketing may enable religious organizations to grow, but the cases also show how it can fundamentally change the practice of religion itself.