MARKETING RELIGIOSO: UM ESTUDO ACERCA DAS ESTRATÉGIAS DA COMUNICAÇÃO INTEGRADA DE MARKETING (CIM) UTILIZADAS PELA IGREJA UNIVERSAL DO REINO DE DEUS NA CIDADE DE BALSAS – MA

Abstract

This dissertation seeks to identify the Integrated Marketing Communication (CIM) strategies used by the Universal Church of the Kingdom of God to spread its religious messages, attract and retain its followers in the city of Balsas - MA. For the southern region of Maranhão, this research theme represents something unheard of, considering that to date no research has been done on this subject. In this way, we tried to capture enough bibliographical information in books, magazines, articles and websites to construct the first and second chapters, while the third one was structured through field research, ethnographic study, through peripheral participant observation, interview application with the senior pastor and application of a research questionnaire for a sample of 50 visitors from the IURD of Balsas - MA. In the first chapter, marketing was approached through its historical, conceptual and terminological aspects, as well as the relationship between social marketing and religious marketing, and a description of the structure, charisma and communication power of the IURD within a vision holistic. In the second chapter, it was the Integrated Marketing Communication contextualizing some concepts and their relevance. The relationship between marketing and communication, Composito de Marketing and CIM was another explored theme. He also explained about the process of creation of the CIM and the marketing communication of Universal. In the third chapter, it was described how the IURD de Balsas is composed, showing the strategies used for the development of the research, the ethnographic results of the peripheral participant observation and the results of the interview application and the questionnaires. Finally, an analysis of the results was carried out, which pointed out the marketing work applied by IURD de Balsas as flawed and insufficient, when compared to the dissemination structure propagated by the denomination in general. The lack of advertising and publicity, essential elements to attract new believers, lack of interest in viral marketing strategy and a strong result in the use of printed material from the headquarters to disseminate the image of the denomination by word of mouth.