Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

The “Electronic Church” and How It “Outmarketed” Mainstream Religion and What You Can Learn from It

During the same period that MCI was trouncing AT&T, an unlikely group gained fame and fortune with some of the best use of integrated marketing I have ever seen. In the 1980s the TV evangelists came into their own, harnessing the power of integrated marketing, and made a spectacular increase in the size of their ministries. My Epsilon colleagues and I worked firsthand with almost every major evangelist in the nation: Oral Roberts, Jerry Falwell, Rex Humbard, Jim Bakker, Pat Robertson, and others. It was amazing to see these men in action.

All of them were star performers who had been on the preaching circuit since an early age. Although I am not ...