Universal Church of the Kingdom of God and the religious marketing

Resumen

Several studies have show that the decline in Catholic Church attendance, as a result of its ongoing stagnant policy that does not attempt to win back or retain its flock, apart from its general neglect as to the financial situation, may have in­fluenced the rise of new religious institutions. But the reasons behind the growing number of evangelicals, especially followers of the Universal Church of the King­dom of God have yet to be seriously studied. Could it be that the leaders of this denomination have been using conventional marketing tools to support its expan­sion? And what would such tools be? Within this scarcely investigated context, the object of the present study has to propose a methodology and an instrument to appraise the profile of the followers’ entry and permanence.