If character is referred to as the way one acts when no one is looking or the nature of someone’s behavior we must understand where character truly comes from; the heart. “Above all else, guard your heart, for everything you do flows from it.” (Proverbs 4:23, New International Version). The heart is where your true character is created. Our character develops in our hearts and minds. If your heart is filled with things that are upright and true then your character will be. Your heart should be filled with love, joy, peace, forbearance, kindness, goodness, faithfulness, gentleness and self-control (Galatians 5:22-23). These things are the characteristics of Christ and the characteristics we should exhibit in our Christian walk. Our character can be impacted dramatically by practicing and strengthening ourselves in these areas.

Integrating character into marketing management is essential. Consumers relate character to the reputation of products and services. Consumers also make vital decisions and trust what marketers advertise about a product or service. Therefore if the reputation of a marketing firm, for example, cannot remain in good character or reputation then no consumer will want to be involved with it. “A good name is more desirable than great riches; to be esteemed is better than silver or gold.” (Proverbs 22:1). The decisions you make and how you carry yourself is a reflection of your character. Romans 12:2, “Do not conform to the pattern of this world, but be transformed by the renewing of your mind. Then you will be able to test and approve what God’s will is—his good, pleasing