Church of England Clergy Attitudes Towards Marketing Activities: A Qualitative Perspective

ABSTRACT Churches in Britain are increasingly seen to be engaging in what have been termed marketing activities. Although a small number of studies exist about clergy attitudes towards the use of marketing techniques in a church setting in the US, little research exists in the UK context. This paper examines British clergy attitudes towards the use of marketing attitudes from a qualitative perspective focusing on possible conflicts between the use of such techniques and the evangelistic mission of the church, the use of long range planning, and the Church's recent attempt to develop a logo. UK clergy opinions indicate a reluctant acceptance of the use of marketing within the Church of England.