The Positioning of Good News: The Christian Gospels as Marketing Communications

Abstract

A close reading of the Gospels of The New Testament reveal that the various authors were clearly aware of certain key principles of marketing and advertising which we have rediscovered in the twentieth century. Specifically, the pros and cons of “global” vs. “local” marketing and copywriting were understood and the authors made conscious choices to cater to various target markets. In addition, the basic techniques of public relations and lobbying were clearly understood and consciously applied. The examples presented are not isolated analogies quoted out of context; the various authors clearly comprehended the basic principles of marketing and overtly orchestrated them in thoughtful and coherent ways. A study of The New Testament, therefore, reveals the significant degree to which ancient people were aware of advertising and marketing techniques. How marketing, as a discipline, can help other scholars interpret the events they study is described.

Citation

Walle, A.H. (1988), "The Positioning of Good News: The Christian Gospels as Marketing Communications", European Journal of Marketing, Vol. 22 No. 8, pp. 35-47. https://doi.org/10.1108/EUM0000000005294