The Positioning of Good News: The Christian Gospels as Marketing Communications

A.H. Walle

A close reading of the New Testament reveals that the early leaders of the Christian sect were consciously aware of various marketing tactics still employed today and that they argued among themselves regarding the specific strategy which should be used to mould the future of their organisation.

The Positioning of Good News: The Christian Gospels as Marketing Communications

A. H. WalleAlfred University

The rivals of the Judaisers, in contrast, believed that requiring all converts to abandon their life style and adopt the ways of an alien ethnic group would work against the effectiveness of the Church since it would build resistance to conversion. St. Paul, an avowed missionary to the Gentiles, was particularly outspoken in this regard and insisted that the Jewish flavour of Christianity should be curbed in non-Jewish areas. Eventually the polemic reached a head, and proponents of both positions met at a strategic...

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