Reimagining Faith and Management

20Marketing of faith

Robert Kilpatrick, Louise von Sierakowski, Godfrey D’Lima and Edwina Pio

Just watch the believer and learn

What’s valued and what she might spurn

Then offer the best

To answer her quest

And business will take a new turn

Godfrey D’Lima

Introduction

Seemingly, little depth of thought is given by Western mainstream marketing practitioners as to how marketing and religion impact one another, despite a more globalised society, the proliferation of international brands, a growing customer-centric approach to business and many brands embracing a values-based approach to marketing. Perhaps, this is the result of many marketers having offices located within cities of secular societies, where religion is less evident, ...