Revista da ESPM_JAN-FEV-2012

ABSTRACTS english R e v i s t a d a E S P M – j a n e i r o / f e v e r e i r o d e 2 0 1 2 128 Marketing and religion: convergence and the responsibility of both SIMONE RAMOUNOULOU PAGE 18 We can state that the Human Being is essentially Divine and the necessity to contact its Essence, or Soul, is inherent to the Human Being‘s nature. Religions should have as their main and sole concern to help and support the Human Being in its search and contact with the Divine. Great Divinities that have appeared over time brought with them their teachings so that the Human Being could discover the Divine Being. Buddha, Christ, Krishna and many others, did not create, nor did they bequeath “churchism”. They brought the essential teachings that helped the Human Being in its contact with its “primeval essence”, which is Love, Fraternity and Correct Relationship between all, including respect for all species of Life. Stop suffering! VALÉRIA RAVIER PAGE 24 The article analyses the positioning of the Universal Church of the Kingdom of God, in the United States, stating that it directs its actions, preponderantly, to a very specific niche of the market. Taking as a starting point the slogan “Stop Suffering” and its intimate relation with the theology of prosperity, the author relates the fundamental principal of this doctrine with expectations of Hispanic immigrants, who look for a life full of plentitude and which meets the tangible possibility of unrestricted consumption of happiness, in its most varied forms, which are offered by the Church. Of the symbolic value of establishing a temple in the city of New York, a privileged geogra- phic location for global evangelisation, for concentrating immigrants of all nations, the distribution of worshipping temples in strategically situated places, the author shows that there is careful planning in all of this. Faith made to measure MARIANA BUSSAB PAGE 30 Publications and studies have been showing that people are trying to understand the transformation of spirituality into a consumer product. These reports call attention to the growing religious commercialisation. This justifies the use by churches of so called “religious marketing” and consequently the use of strategies, techniques and practices already in use in other markets. The main objective is to procure and retain the faithful, a fact which has become even more challenging in light of the proliferation of churches, sects and other forms of religiosity that is taking place. The article focuses on market segmentation as the main strategy used to attain this objective. There are today numerous other cases of different churches for different groups of churchgoers. Jesus – the “spin doctor” ED RENÉ KIVITZ PAGE 48 Calling Jesus a spin doctor sounds blasphemous. The adjective is derogatory. But can be redeemed. In truth, to look at Jesus and evaluate his trajectory in light of contemporary theories of marketing and communication implies, necessarily, a paradox. On the other hand, undertaking positioning and relationship marketing was unusual in communication, creative creator of icons for your message: bread, wine, cross, in addition to being in itself a human logo. But, also, was discreet, acting naturally and absolutely unconcerned in generating results. Jesus was just himself. Authentic in all his acts and words. More probably it is why he got where he got. God missed His calling JORGE LORENZO VALENZUELA MONTECINOS PAGE 54 Since the beginning of humanity, man has looked at the Sky in search of answers. Man has debated between the divine and the profane, many times feeling an orphan, even to these days. It comes as no surprise, that even now, one speaks of the end of time, the end of ideologies and the end of Everything. The corporate world concerns itself with the spirituality that its employees are looking for, as a reflection of today’s society. The Universal Church of the Kingdom of God: a religious or marketing phenomenon? PATRICIA BUDSZTEJN MENDA AND BRUNA SLAVIERO PAGE 60 This article covers the relation of religious marketing and the Universal Church of the Kingdom of God, in order to identify the level of connection between marketing tools and adherence of the faithful to this Church. The subject was chosen consi- dering the great religious mobility that has taken place over the last years, and which signals a change in the way that an individual relates with those spheres which before appeared to be so removed from market logic. Society, today, has marked