Includes index.

Includes bibliographical references and index.

Part 1. Reassessment. Why are Americans so religious? : the limitations of market explanations / E. Brooks Holifield -- Part 2. Evangelicals and markets. Weber and eighteenth-century religious developments in America / Mark Valeri -- Billy Graham, Christian manliness, and the shaping of the evangelical subculture / Grant Wacker -- Money matters and family matters : James Dobson and Focus on the Family on the traditional family and capitalist America / Hilde L�vdal Stephens -- Part 3. Religious book markets. The commodification of William James : the book business and the rise of liberal spirituality in the twentieth-century United States / Matthew S. Hedstrom -- Literature and the economy of the sacred / G�unter Leypoldt -- Publishers and profit motives : the economic history of Left behind / Daniel Silliman -- Part 4. Religious resistance and adaptation to the market. Selling infinite selves : youth culture and contemporary festivals / Sarah M. Pike -- Religious branding and the quest to meet consumer needs : Joel Osteen's "Message of hope" / Katja Rakow -- Unsilent partners : sports stadiums and their appropriation and use of sacred space / Anthony Santoro -- Part 5. Critical reflection and prospects. Considering the neoliberal in American religion / Kathryn Lofton.