Fides ex auditu (Romanos 10.17) : primeiro a propaganda depois a fé : o marketing interno como instrumento de missão na Igreja Evangélica de Confissão Luterana no Brasil

Abstract

The dissertation Fides ex auditu (Romans 10:17) Propaganda first, faith after The internal marketing as instrument of mission in the Evangelical Church of the Lutheran Confession in Brasil (ECLCB) arises from the uneasiness of the daily life of an Ordained Minister. The so called Historical Churches, to which group the ECLCB belongs, are facing great difficulties to keep their members. These difficulties to keep members is the issue of the first chapter. Through two researches taken in the ECLCB, the suspicion of numerical stagnation, even with strong tendency towards lowering numbers, is confirmed. The two researches analyzed point to the same, although one presents the question in a national view and the other brings numbers of a small town in the open country of the state of Rio Grande do Sul. The search for help comes to the field of marketing. While taking out prejudices, we seek to draw nearer to this field of human knowledge. Yet, before we begin the dialog, it is necessary to respect the organizational culture of the institution to which marketing action might become useful. The second chapter presents, therefore, the pillars of the Lutheran Theology. It is on these pillars that the way of being of the ECLCB is laid upon. Thinking on adult congregations, internal marketing actions arise as the more efficient actions at the moment. The third chapter presents the theme of marketing, looking specially to internal marketing. Seeking to analyze the internal communication in the ECLCB, theme that the internal marketing reflects, it was collected information with various leaders of this church. What this data collection revealed is presented, along with its explanation and analysis, in the forth chapter. Church and marketing is a challenge! In a well directed dialog, with the help offered by the marketing, the Church can become more efficient in its way to communicate what is most precious: the Gospel of Our Lord Jesus Christ.