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Predicting Parishioner Donations: A Study Comparing Lifetime Value Models on a Robust Sample of Catholic Donation Data
Journal of Nonprofit & Public Sector Marketing (2025), 26 pp.
"Parishioner donation behavior is of great interest to church leaders. In many ways, parishioners behave as customers, but rather than buy, they donate. In this paper, donation habits are predicted using three well-received models of buyer behavior: (a) the beta-geometric/negative binomial distribut
...
Three Kings Knocking at the Door: Is it All About the Money?
Journal of Nonprofit & Public Sector Marketing (2025), 28 pp.
"This study examines the significance of volunteering in the Three Kings Collection (TKC), one of the largest charity events in the Czech Republic. TKC involves volunteers dressed as the three kings who sing carols and raise money door-to-door. We quantify the value of volunteering from 2015 to 2022
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La marca de Dios: 2000 años influeyendo
Barcelona: Espasa (2023), 191 pp.
"¿Te has parado a pensar por qué las tiendas de marcas de ropa y los supermercados están distribuidas geográficamente como si fueran parroquias? ¿O por qué en las de móviles hay altares donde se muestran los productos como si fueran ofrendas? ¿Sabías que la palabra «propaganda» la acuñó
...
The Handbook on Religion and Communication
Deep Insights
Newark: Wiley Blackwell (2023), 571 pp.
"Divided into five parts, the Handbook opens with a state-of-the-art overview of the subject’s intellectual landscape, introducing the historical background, theoretical foundations, and major academic approaches to communication, media, and religion. Subsequent sections focus on institutional and
...
Craftbook: Markenkommunikation und Produktentwicklung für kirchliche Pionier*innen
Key Guides
Freiburg: Herder (2022), 216 pp.
"Das Craftbook ist ein Werkzeugkasten, der innovative Projekte in kirchlichen Organisationen beschleunigt. Als zusammenhängendes Framework lassen sich die Tools und Methoden sowohl zur langfristigen Prozessplanung, zur Stärkung des Markenprofils als auch zur Gestaltung von einzelnen Arbeitsphasen
...
Communicating the Sacred: Varieties of Religious Marketing
New York et al.: Peter Lang (2022), xi, 286 pp.
"This book explores marketing as a genuine component of religious traditions. It investigates the theme across a large historical and geographical area, and in a variety of expressions, ranging from 3rd BCE Maya stucco friezes, early Christian writings, and 9th CE Cambodian inscriptions, right down
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Fundamentos de marketing religioso: 11 lecciones para evangelizar mejor sin perder la esperanza ni la misión
Key Guides
Reinspira Ediciones (2021), 538 pp.
"Carlos Luna plantea abordar el reto de la evangelización desde una nueva disciplina a la que él llama marketing religioso. Propone sumar nuevas dimensiones más allá de la comunicación que permiten entrar en relación con los alejados a la fe. Un manual innovador de mercadotecnia religiosa que
...
Promoting the Faith: Examining Megachurches’ Audience-Centric Advertising Strategies on Social Media
Journal of Advertising, volume 50, issue 4 (2021), pp. 408-422
"Megachurches have a reputation for savvy use of digital media; however, little is known about their advertising strategy or which strategies elicit engagement. By assessing megachurches’ promotional content on social media, this study draws on the devotional campaign framework to examine audience
...
Catholic Church and the Public Sphere: Dialogue, Respect and Freedom of Expression
Roma: Edizioni Santa Croce (2019), 156 pp.
"This book gathers the main conferences and a selection of the communication of the eleventh edition of the Professional Seminar for Church Communications Offices: Dialogue, Respect and Freedom of Expression in the Public Sphere, organized by the School of Church Communications of the Pontifical Uni
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La nueva evangelización en la era digital: Redes sociales y misión desde una perspectiva basada en marketing
Misiones Extranjeras: Revista de Misionologia, issue 283 (2018), pp. 206-220
"Evangelización efectiva en el nuevo panorama religioso, por lotanto, requiere una reorientación de los programas de Iglesia y mensajes con el status quo de la gente para obtener respuesta positiva. Ello precisa un sistemático estudio de las necesidades, deseos, percepciones, preferencias asi cor
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Church, Market, and Media: A Discursive Approach to Institutional Religious Change
London et al.: Bloomsbury Academic (2017), viii, 202 pp.
"In focusing on the twin processes of marketization and mediatization, the intention is by no means to argue that markets and media constitute the only factors shaping religion today. Nor is the intention to argue that a focus on marketization and mediatization would provide the “best” way to st
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Understanding Evangelical Media: The Changing Face of Christian Communication
Downers Grove, Illin.: IVP Academic (2008), 347 pp.
Mídia e religião na sociedade do espectáculo
São Bernardo do Campo: Universidade Metodista de São Paulo (2007), 302 pp.
Marketing Your Church to the Community
Nashville: Abingdon Press (2007), 63 pp.
Concise Encyclopedia of Church and Religious Organization Marketing
New York: Haworth (2006), 176 pp.
Religião e mercado: A mídia empresarial-religiosa
Rever: Revista de Estudos da Religião, issue 1 (2005), pp. 54-67
"Em geral os estudos sobre a relação evangélicos e mídia se notabilizam pela apreciação geral que fazem do assunto. Considerando a situação de pluralismo religioso e a sociedade contemporânea como mercadológica e a necessidade de se estudar as rádios evangélicas do Rio de Janeiro, mostra
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