Marketing for Congregations is an outstanding addition to the very small field of literature on how to market churches. It is more comprehensive than any other book on the topic, particularly in the treatment of societal marketing and creating a responsive congregation. The book is organized like a marketing textbook for a seminary class, covering all the traditional marketing concepts, but relating them to pastoral needs.
For example, the authors show how market segmentation can help a church. Segment first to males and females. Then segment the females into "at homes" and "working outside the home," each of which will have different needs for church programs. "[Some] homemakers are attracted to courses for spirituality of children, self-enrichment, and improved homemaking skills, while [others] are more interested in fellowship spirituality for women and career preparation" (p. 177).
The book reads well. Case studies illustrate virtually every point, making for interesting reading and greater understanding. Pastors with growing churches will be fascinated to find how marketing techniques can help in church growth and administration.
