MARKETING E CRÍTICA PROFÉTICA NA AÇÃO EVANGELIZADORA DA IGREJA CATÓLICA

AUTOR(ES)

LINDOLFO ALEXANDRE DE SOUZA

DATA DE PUBLICAÇÃO

2008

RESUMO

The proposal of using marketing strategies in the evangelization practice within the Catholic Church has always nourshired debates among different groups of such institution. On the one hand, followers of the marketing practices argue that it is an option which is available for the Catholic Church to efficiently fulfill its objectives. On the other hand, opposers to the marketing practices affirm the incompatibility between the marketing logic and the prophetical logic of the jewish-christian tradition. This group postulates that the marketing logic is attached to that one of the consumist society and, therefore, to the capitalism logic. Their criticisms to capitalism is, consequently extended to marketing itself. Given this controversy, this dissertation has, as its main goal, showing there is no contradiction in the usage of some marketing techniques in the evangelization practice by groups committed to the prophetic criticism about the consumist culture, in order to gain more efficacy in its prophetic practice. Hence, we intend to show that there is contradiction between the marketing logic and the prophetic logic, but there is not such contradiction between the usage of marketing techniques and the prophetic mission of christianism. As for the methodological approach, we have chosen to apply the bibliographical research, which was primarily based on the following authors: Peter Drucker and Philip Kotler, key contributors to define the meaning of marketing in the Marketing and Business Administration area, Jung Mo Sung who contributed in the analysis of the relationships among marketing logic, prophetical logic and evangelization and Afonso Murad who was an important reference to articulate the concepts of management and strategy in the evangelization practice.(AU)

ASSUNTO(S)

theology and economy crítica profética comunicação eclesial ecclesiastic communication prophetic criticism marketing ciencias humanas marketing marketing católico catholic marketing teologia e economia

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