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 | O uso do marketing nas organizações religiosas | | Brand positioning and image development are important topics for any religious
organisation wishing to provide an effective service to the public. It follows that in a world with increasing religious options, the position strategy decision and the brand position
statement are essential aspects of a fully responsive religious organisation. To investigate
these issues the author presents the findings of a study that compared the brand position of a Catholic shrine in Portugal, i.e. the sanctuary ofFdtima, with the image ofthe shrine as perceived by its pilgrims. The paper also attempts to offer a definition of religious marketing and explores some possible antecedents of effective brand positioning within this particular field. | | Resultados do doutoramento - fundraising nas organizações sem fins lucrativos | | Marketing Digital |
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