Over the past several months I think we’ve seen an example of how—dare I say it?—marketing principles affect ministry. Over the years I have vacillated between embracing such principles and recoiling from them. I went through a period in the mid-1980s during which I was infatuated with the Church Growth Movement. I still have a rather extensive collection of books on that topic, although I will probably eventually get rid of them. If there was ever a time when “the magic of the marketplace” (as Ronald Reagan called it) had cast its spell over a large segment of the evangelical church, it was when C. Peter Wagner‘s books were selling well. I think many of us shook ourselves out of it when we noticed that Scripture was not only taking a back seat to Madison Avenue, but it was often being tossed out of the car altogether.

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