Selling Out the Church

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. ""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 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.