John Throop has an excellent article on church marketing trends and what new challenges are being faced:
"...massive shifts in American society over the past 20 years present churches with tremendous challenges to adapt, address new assumptions, and use a new, non-theological language with rapidly increasing numbers of unbelievers..."
How churches market, that is communicate, to to their culture is not an issue it is the issue. Our job description as Christians is to be communicating the Gospel. Jesus contextualized his message and put it into a framwork that could be understood by his hearers. We should follow His example.