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The study investigates how churches in Ghana utilize marketing communication to thrive in a competitive environment. By employing a mixed-method approach, the research includes in-depth interviews with 12 church administrators to identify the marketing tools used, alongside a survey of 400 church attendees from the Asokwa Municipality. The data analysis involved thematic analysis of interviews and statistical methods like SPSS for descriptive statistics, Factor Analysis, multiple regression, and ANOVA, revealing insights into effective marketing strategies within the church context.
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Church Marketing, Kwasi Kwateng
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- Pubblicato
- 2022
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