Department - Author 1
Journalism Department
Degree Name - Author 1
BS in Journalism
Date
11-2009
Primary Advisor
Doug Swanson
Abstract/Summary
In a society where a person can choose anything he wants from a vast literary buffet, the products that appeal to varied audiences with differing values and interests stand out among the masses. The Purpose Driven Life by Rick Warren is a prominent example of a product that became explosively successful in two starkly differing markets: the secular and the religious.
This research paper explores the history and controversy surrounding the combination of these two markets and the implications they have for each. The triumph of The Purpose Driven Life, as well as other prominent Christian titles, is focused on with regard to the tactics and approaches used by public relations and marketing professionals to sell a Christian product to a secular market. In addition, secular titles that were successful in the Christian marketplace are also explored. This research offers enlightening information on how public relations and marketing professionals can move forward successfully in the face of society’s embrace of religion, and reveals what the best techniques are to accomplish this.
URL: https://digitalcommons.calpoly.edu/joursp/1
Title Pages
Included in
Business and Corporate Communications Commons, Marketing Commons, Sales and Merchandising Commons