E-book version available:
Marketing?seeking to meet the needs of others?is an honorable endeavor for a committed Christian. In fostering mutually beneficial exchange relationships with customers, a Christian marketer should be transparent in both motives and methods, making decisions with concern for the welfare of the firm, its stakeholders, and society. Doing so requires a thorough grounding in God?s Word as well as an understanding of modern tools and theory. Marketing can contribute to an organization and society when God?s Word guides the practice.