The Catholic Church as a company: A marketing plan

Authors

Valera-Azañero, Nathalie

Pretel-Justiniano, Rocío del Pilar

Felipe-Bravo, Gaby Mónica

Abstract

Marketing as a business tool, is applied in different areas, the Church as a company is no exception, being a non-profit entity, it must generate a series of strategies to keep captive its users, who in this sense are its parishioners. This document is based of an investigation of thesis sought to propose a marketing proposal for the Catholic Church that is administered by the Metropolitan Archbishopric of Trujillo-Peru. To compare the application of marketing tactics and strategies, the micro and macro environment of the church, the behavior of its "customers" and the evolution of its main competitors: non-Catholic churches were studied. Qualitative and quantitative techniques were applied: questionnaire, observation guide and interview guide. Considering 143 parishioners for a previous market study. Comparative aspects were considered with non-Catholic churches: Christian and Missionary Alliance (AMyA) and the World Missionary Movement (WMM). Finally a bread was developed.