There is a very thin line between religion messages and marketing. In fact, a careful consideration of some scriptural readings from the bible correlates with organizational marketing management attributes. According to Kotler and Keller (2012), marketing management is a discipline of business that deals with the practical application of marketing strategies and management techniques to control the marketing resources and activities of an organization.
The bible scriptures are used to consider the relationship between marketing and religion. For example, the scriptural biblical verse from, Joshua 1:9 provides great words, which have a persuasive and encouraging force underneath. The scripture states “Have I not commanded you? Be strong, and courageous. Do not be afraid; do not be discouraged, for the Lord your God will be with you wherever you go.” By looking at the first part of the scripture, the words “be strong and courageous” forms the basic attributes of marketing management.
Marketing can be challenging especially when there is a lot of competition from strong competitors. When the market situation grows hostile and unfriendly, marketing managers use similar words (strong and courageous) that are used in the scripture to encourage his team (Kotler, & Keller, 2012). To manage marketing in any marketing environment, the marketing team should not be terrified of the result that may accompany new entrant service or product, or they should not have any fear because of stiff competition/rivalry in the market environment. Rather, they should remain intact and focused to the long-term objectives of the business. Fear and discouragement should not play any part in their undertakings just as the scripture highlights …. Do not be terrified neither be you discouraged”.
Religion is driven by a force that is invisible. The last part of the verse reads ….For, the LORD your God will be with you wherever you go.” After the strong words of encouragement, the verse sums up by providing a living hope to the people that they are under protection. Marketing management share the same attribute with religion. Kotler & Keller (2012) provides that whenever a marketing resource is released to the audience, it must have a clear vision that assures people of the real value they get from the product. A comforting message such as durability, effectiveness or quality of a product to accompany the sale produces wonders in marketing.
Again, the last part of the verse creates a sense of belonging to an invisible power. This sense enables the people to be rejuvenated and go ahead for they are under protection despite the challenges they face on the way. In marketing management, creation of a sense of belonging is like building brand loyalty. Organization like Coca-Cola or Adidas brands must strive to build brand loyalty so that customers may feel that they are associated with something. This will make the customers to buy the brand in whatever situation even if there is stiff competition from cheaper brands. 1 Kings 20:3...the Gold and Silver are mine!! The bible acknowledges that both gold and silver belongs to God. Therefore, marketing must be handled diligently to effectively manage the properties of God. Marketing should be done zealously with the understanding that it is a noble duty.
Religion is a very powerful marketing tool. It enhances good ethics/ morals that are required in marketing management such as sincerity, responsibility and honesty (Kotler, & Keller, 2012). Marketing managers who use religion end up making a big sale after they have shaped the direction of the society. The way religion presents the messages and stories that moves crowds can be incorporated in marketing to persuade clientele to the organization's’ products or services. Although some messages religion gives are negative, one can pick the positives and take marketing management to another level.
Kotler, P., & Keller, K. (2012). Marketing Management. Prentice Hall