Estratégias de marketing nas Igrejas Católicas: estudo de caso da Arquidiocese de Manaus

Abstract

This paper presents a case study on the application of marketing strategies in Catholic churches of the Archdiocese of Manaus. The objective of the research was to investigate the marketing strategies adopted by a Catholic church located in Manaus. The research uses a qualitative approach, with data collection carried out through interviews with religious leaders. Religious marketing applies marketing strategies to religious institutions, promoting their growth and fulfilling their mission effectively. The Archdiocese of Manaus, although it does not adopt traditional marketing strategies, uses several communication channels, such as radio, social media, TV, and magazines, to promote its activities. Although these channels perform functions similar to a marketing plan, the lack of a formal structure limits a more strategic approach. The church, on the other hand, maintains the traditional precepts of the archdiocese, with a focus on liturgical celebrations, such as masses and patron saint festivals, which are essential to its operations and remain unchanged by marketing strategies.