Abstract

The relationship between religion and marketing has become the object of growing interest among scholars in recent years. The convergence between these two sectors, traditionally considered to belong to distinct cultural worlds, has yielded a fruitful debate. The articles collected in this symposium represent an attempt to address some research issues relevant to this debate. This introduction provides the background for analyzing how religion and marketing may intersect, identifies some key concepts and lines of inquiry, and offers a brief summary of the individual articles within this collection.