Guerilla Marketing Strategies of Neochurches in Cameroon
American Journal of Operations Management and Information Systems
Volume 5, Issue 3, September 2020, Pages: 49-55
Received: Sep. 6, 2020;
Accepted: Sep. 23, 2020;
Published: Sep. 29, 2020
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Francis Mbah Takwi, Faculty of Business Management and Sustainability, Information and Communication Technology University USA, Yaounde, Cameroon
Bejanga Etonde Abene Sharon, Faculty of Business Management and Sustainability, Information and Communication Technology University USA, Yaounde, Cameroon
Nchise Delphine Nchang, Faculty of Business Management and Sustainability, Information and Communication Technology University USA, Yaounde, Cameroon
Kiven Cynthia, Faculty of Business Management and Sustainability, Information and Communication Technology University USA, Yaounde, Cameroon
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The subject of this thesis is a phenomenon of guerrilla marketing, an innovative and unconventional form of marketing that emerged relatively recently and became a popular tool of marketing. In Cameroon there have been the opening of many new churches, especially the Pentecostal and evangelical churches who aim at the prosperity gospel. Neochurches are an offspring of the traditional churches with their leaders having a celebrity status and miracles, deliverance and prosperity their main market offerings. Most of these churches have not had significant growths in terms of membership as compared to the traditional churches. There are 89 religious denominations in Cameroon. Cameroon is you see so many churches opening and ending up w very poor membership growth and after 3 or 4 years they shut down. Also if new churches follow the various steps on how to attract a crowd and keep them as permanent members of their churches most new churches in Cameroon will excel in their numbers and membership. The main aim of this study to explore the marketing strategies used by these churches to win new members and keep existing ones and propose innovative marketing strategies to improve on their market position. The results from this exploratory study ahows that here is evidence to prove that all new churches need a good marketing plan to succeed and avoid stagnant growth or shutting down due to few membership in the churches. Marketing is necessary for all organizations both profit making and non profit making organizations and hence churches are not an exclusion. Most neochurches in Cameroon focus to pull a crowd to the Sunday services and special events like crusades and retain the existing members by overt signs of miracles, deliverance, testimonies of prosperity and inspiring massages. It is recommended that these Neochurches should exploit the social media as one of the simplest ways to win in members into their churches and also maintain a fragrant media presence.
Innovative Marketing, Church Business, Guerilla Marketing Strategies
To cite this article
Francis Mbah Takwi,
Bejanga Etonde Abene Sharon,
Nchise Delphine Nchang,
Guerilla Marketing Strategies of Neochurches in Cameroon, American Journal of Operations Management and Information Systems.
Vol. 5, No. 3,
2020, pp. 49-55.
Copyright © 2020 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/
) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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