Description: Marketing the church is hot. For many church leaders,
marketing might even be the first article of their creed, which
goes something like this: ""We believe that our church determines
its identity and mission through the tactics of marketing
strategies."" Theologians Kenneson and Street offer a thoughtful
and provocative protest, with a foreword from Stanley Hauerwas. The
authors ""expose the theological presuppositions that inform the
marketing project. . . and help us to see that the marketer's
presumption that form can be separated from content of the gospel
betrays an understanding of the gospel that cannot help betraying
the gift that is Christ."" The authors propose an alternative,
constructive account of the church's mission and purpose that is
""not based on exchange of value but on reminding us that the
gospel is always a gift - a gift that makes impossible any
presumptions that there can be an exchange between human beings and
God that is rooted in the satisfaction of our untrained needs.""
The cross and resurrection challenge the world's understanding of
what our needs should be. Endorsements: ""A well-written and
thought-provoking work that provides a much needed corrective for
those of us involved in church planting and church growth."" Paul
S. Williams, President, ""'Go Ye'"" Chapel Mission, Inc., East
Islip, NY ""Kenneson and Street open our eyes to subtle dangers,
ambiguous terms, and hidden hazards that we might not have
recognized in marketing approaches to the gospel. I am very
grateful for their keen insight and biblical wisdom "" Marva J.
Dawn, Freelance Theologian for Christians Equipped for Ministry and
author of 'Reaching Out Without Dumbing Down' ""As Luther posted
his theses on the cathedral door, so have Kenneson and Street
posted their own point-by-point protest on the door of the
market-driven church. And they leave little room for doubt--the
issue is still the selling of indulgences. Take it from a pastor
who has carefully learned at the feet of some of the best and
brightest church marketers, this is the theological counterbalance
for which we have long waited."" James E. Baucom, Jr., Pastor,
Rivermont Avenue Baptist, Lynchburg, VA and Moderator of the
Cooperative Baptist Fellowship of Virginia About the
Contributor(s): Philip Kenneson is Associate Professor of Theology
and Philosophy at Milligan College. He is the author of 'Life on
the Vine' and has contributed to 'Christian Apologetics in the
Postmodern World' and 'The Nature of Confession' (both IVP). James
L. Street is Pastor of North River Community Church, Lawrenceville,
Georgia.
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