Marketing e religião : o papel do marketing na origem, expansão e consolidação da Igreja Apostólica Renascer em Cristo

• Ano de defesa: 2006
• Autor(a) principal: Janikian, Marcelo
• Orientador(a): Campos, Leonildo Silveira
• Banca de defesa: Giacomini Filho, Gino , Rivera, Dario Paulo Barrera
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso embargado
• Idioma: por
• Instituição de defesa: Universidade Metodista de São Paulo
• Programa de Pós-Graduação: PÓS GRADUAÇÃO EM CIÊNCIAS DA RELIGIÃO
• Departamento: 1. Ciências Sociais e Religião 2. Literatura e Religião no Mundo Bíblico 3. Práxis Religiosa e Socie
• País: BR
• Palavras-chave em Português: Ciencias da Religião - Teses e Dissertações; Marketing; Religião; Campo Religioso; Marketing Religioso; Mercado Religioso; Igreja Apostólica Renascer em Cristo; Neopentecostalismo
• Palavras-chave em Inglês: Marketing; Religion; Religious Field; Religious Marketing; Religious Market; Renascer em Cristo Apostolic Church; Neopentecostalism
• Área do conhecimento CNPq: CNPQ::CIENCIAS HUMANAS
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/227

The present work aims at analyzing the use of marketing techniques by neopentecostal churches, which appeared in the brazilian religious scene between the decades of 1970 and 1980. By using marketing techniques, these churches try to expand their area of influence in the religious field, causing a great competition among the various christian and non-christian churches. Among the neopentecostal churches that appeared in Brazil in that period, we discuss the case of the Renascer em Cristo Apostolic Church, founded in 1986, which head office is located in the City of São Paulo. This particular church was chosen as the object of this project because it contains several elements in its religious practice that allow us to affirm that marketing and religion can perfectly coexist, without prejudice. Studying this religious institution, we found out that marketing has played and important role in the expansion and consolidation of this church in brazilian s religious scene. Estevam Hernandes Filho founder and leader of the Renascer em Cristo Apostolic Church has a great e xperience with marketing techniques, acquired in years of work, in several national and international companies, as a marketing professional. This experience has allowed him to use the same techniques in his current enterprise. As a result, the Renascer em Cristo Apostolic Church posses, until the present, an empire that includes approximately 1,300 temples all around Brazil, radio stations, a TV station, a publishing house, a record studio and the Renascer Foudation, which centralizes all administrative activities of the Church.