@inbook{10.2307/j.ctt6wr40r.10,
 ISBN = {9780824820657},
 URL = {http://www.jstor.org/stable/j.ctt6wr40r.10},
 abstract = {Since religions do not exist purely as teachings and practices apart from institutions, they survive and develop in ways necessary for the well-being of all organizations. Priests are aware that temples cannot exist without good finances—and that such support comes only with effort. If this-worldly benefits are to be purchased, they must be sold. Priests emulate the world of business in marketing these benefits, but they also use techniques of storytelling and preaching that developed in religious circles long before the appearance of commercial advertising. The possibility of combining traditional propagation methods with modern marketing is always there, but},
 bookauthor = {Ian Reader and George J. Tanabe},
 booktitle = {Practically Religious: Worldly Benefits and the Common Religion of Japan},
 pages = {206--233},
 publisher = {University of Hawai'i Press},
 title = {Selling Benefits: The Marketing of Efficacy and Truth},
 year = {1998}
}