By the term "syncretism" this thesis suggests that bringing a marketing orientation to the mindset of the church results in the amalgamation of the religion of the church with that of the culture it is trying to reach. Thus, the result is a weakening of Christian teaching and practice. The intention is that the church shape the culture; the result may be in reverse.
Anyone that has worked in business knows the old saying that the customer is king, but that is an approach to church that Christians can never agree to and remain faithful to their true king. Early Christians preferred persecution and even death before they were willing to say that Caesar was Lord, and with equal conviction today we must say to the various ecclesiastical versions of Madison Avenue that Christ is Lord of His church.
Of course, some will respond that Christians have a responsibility to understand the people to whom they are proclaiming the message of Christianity, and that is true, but it does not really get at the direction in which many would lead the church. In the name of marketing, it is common, nearly pervasive, nowadays to allow the tastes and beliefs of the unbelieving culture around us to dictate the purpose and elements of worship, the questions with which the church will deal, the church's mission, and the definition of missional success. This gives away a lot, and it is an approach that is inconsistent with Christian teaching on human nature and salvation, as well as the church.
Marketing approaches at best have a good intention of bringing Christianity to the culture, a project that is perceived as more easy in Dallas than in Dubai. Or, is it? Though different in many respects, the cultural values of both Dubai and Dallas conflict with the verities of Christianity. Often, we fail to notice the way our marketing has brought changes to the church not consistent with Christian teaching.
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