O COMPOSTO DE MARKETING E A TEOLOGIA DA PROSPERIDADE: UM ESTUDO SOBRE DÍZIMOS E OFERTAS EM UMA IGREJA NEOPENTECOSTAL
Resumo
Este trabalho se propôs aprofundar os estudos relativos à aplicação de Marketing de Serviços nas atividades religiosas, bem como, identificar quais os motivos que levam os fiéis a adotar as práticas de troca estabelecidas pelas igrejas, em relação à devolução dos dízimos e das ofertas pelos fiéis. Usando pesquisa exploratória, de natureza qualitativa, por meio de estudo de caso, o foco central da pesquisa buscou formular hipóteses que contribuam para estudar os motivos que levam os fiéis a adotar essas práticas. Nesse sentido, buscou-se a identificação de situações relevantes nesse campo do conhecimento, bem como de possibilidades práticas de utilização do Marketing de Serviços nas Igrejas Neopentecostais. Os resultados da pesquisa apontam que as pessoas devolvem o dízimo e dão suas ofertas, na maioria das vezes, apenas em decorrência da fundamentação retórica que legitima esse procedimento nas Escrituras Sagradas na aspiração de obter a paz na vida eterna.
THE MARKETING MIX AND THE THEOLOGY OF PROSPERITY: A STUDY ON TITHE AND OFFERINGS IN A PENTECOSTAL CHURCH
Abstract
This article proposed further study on the implementation of Services Marketing in religious activities as well as identify the reasons why Christians to adopt the practices of exchange established by the churches, in relation to the return of tithes and offerings by Christians. Using exploratory, qualitative, through case study, the central focus of research has sought to formulate hypotheses that contribute to study the reasons why Christians to adopt these practices. Accordingly, we sought to identify relevant situations in the field of knowledge as well as practical possibilities of use of Services Marketing in neo-Pentecostal Churches. The results of this research show that people return tithe and give your offerings, most of the time, due to the reasons just rhetoric that legitimizes this procedure in the Holy Scriptures in the aspiration to get peace in eternal life.
Keywords: Services Marketing. Religious Marketing. Prosperity Theology. exchange. Marketing Mix.
THE MARKETING MIX AND THE THEOLOGY OF PROSPERITY: A STUDY ON TITHE AND OFFERINGS IN A PENTECOSTAL CHURCH
Abstract
This article proposed further study on the implementation of Services Marketing in religious activities as well as identify the reasons why Christians to adopt the practices of exchange established by the churches, in relation to the return of tithes and offerings by Christians. Using exploratory, qualitative, through case study, the central focus of research has sought to formulate hypotheses that contribute to study the reasons why Christians to adopt these practices. Accordingly, we sought to identify relevant situations in the field of knowledge as well as practical possibilities of use of Services Marketing in neo-Pentecostal Churches. The results of this research show that people return tithe and give your offerings, most of the time, due to the reasons just rhetoric that legitimizes this procedure in the Holy Scriptures in the aspiration to get peace in eternal life.
Keywords: Services Marketing. Religious Marketing. Prosperity Theology. exchange. Marketing Mix.
Este trabalho está licenciado sob uma Licença Creative Commons Attribution 3.0 .