The primary objective of this study irav to test the applicability of some marketing principles to the Gospel. The secondary objective was to ascertain a correlation between the growing and declining churches and their respective adherence to or rejection of marketing principles. A new concept of marketing - the stewardship marketing concept - had to be formulated to satisfy the unique character of the Gospel. This broadened stewardship marketing concept allows the Gospel to be described as an intangible product which can be promoted, distributed and exchanged for scarce resources. Man's inability to 'sell' an excellent product like the Gospel dearly asks for a new distribution system to promote the Gospel This new distribution system, defined as a multi-channel vertical marketing system, can supplement and does not necessarily become a substitute for existing church structures.