A Taxonomy of Church Marketing Strategy Types
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Strategy types or groupings provide a unique way of studying strategic issues. An underutilized application of strategic typing is in the nonprofit area, particularly with churches. A major decision area for churches relates to the strategy that determines the programs and ministries for the church to emphasize. No empirical studies have been reported that identify factors that differentiate various church strategies or an overall model of strategic configurations used by churches. Based on responses from 247 Southern Baptist churches, this article empirically determines the major factors that differentiate churches. Strategic configurations are determined and defined as "traditional, " "programs-oriented," and "worship-oriented." Each of these configurations is investigated for differences in operationalization through areas of program emphases, marketing communication methods, type of location, and church growth.
author list (cited authors)
Vokurka, R. J., & McDaniel, S. W.