"Joshua 1:9" – In marketing management


Religion plays an important role in marketing as it contributes to essential business attributes. Joshua 1:9 is a good example, and it reads “Have I not commanded thee? Be strong and of good courage; be not afraid, neither be though dismayed, for the Lord thy God is with thee whithersoever thou goest” (Sharp, 2015). Based on the first part of the scripture “Be strong and of good courage” combines the general terms of marketing management attributes. Managers are inspired to stand strong particularly when it comes to making appropriate marketing decisions. Besides, religious beliefs play an important role on the day to day business as it informs the managers to be of good courage as they keep the interest of business at hand.

The heart of business success lies in its marketing strategies. Therefore, there is always an underlying pressure from the business as they want to keep it running. For instance, the CEO of Timberland had to cut their relationship with Chinese factory because of human rights violation reports. The management of Timberland did not care about the impact of that decision on its overall performance. Therefore, Christian faith was applied in this case to boost the morale of the managers and the marketing team for them to continue with good work for the business (Kotler & Keller, 2012). For instance, the scripture stated above brings in the aspect of being courageous in everything we do in life. Thus, managers must not be afraid or rather astonished and should be willing to apply ethical methods to assist them in doing marketing to the best of their ability.

In addition, when marking products, marketing management must have faith as the scripture encourages them that God will be with them in whatever decision or challenge they encounter. For example, Timberland had an option to be afraid of breaking its ties with the Chinese Factor, but they chose to believe that God is in control. That said, there exist some cases where marketing managers resort in unethical and unfair schemes because of constant failure and lack of faith for a better tomorrow (Kotler & Keller, 2012). Thus, to avoid unethical schemes, it is important to incorporate religion especially scriptures such as Joshua 1:9.


It is evident, businesses who incorporate religion in its practices always get to acquire good business attributes. Christian faith plays an important role from business plan all the way to decision making process. Thus, managers must always remember that God tells us not to be afraid but have good courage. For instance, when challenges arise, marketers should depend on Joshua 1:9 for the word of God as they use available resources to achieve the intended success. Therefore, marketing managers should understand that religion can have a positive impact on the performance of a business.

Reference List

Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International journal of management reviews, 12(1), 8-19.

Kotler, P., & Keller, K. (2012). Marketing management (14th ed.). Upper Saddle River, N.J.:Pearson/Prentice Hall.

Sharp, C. J. (2015). ” Be Strong and Resolute!”: Reading Joshua in the Contemporary Church. Anglican Theological Review, 97(1), 19.