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| January 2004 Highlights
Marketing
Judaism
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|  Chava
Weissler
The
Jewish Marketplace : Like other Americans,
Jews live in a commodity culture, in which consumption is a main means of self-expression.
The current interest in marketing Judaism is the attempt to find ways to key
into the desires for personal enrichment, novelty, enjoyment, and aesthetic
attractiveness that motivate consumer choices.
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| Andrew
Silow-Carroll
Missing:
The Vision and the Values:
What is missing
from Jewish communal marketing is a reflection of the bedrock
vision of the institution—the core values and purposes that the
institution hopes to share with its members.
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| David
Nelson
Advertising
Judaism: To
preserve the vital organs of our communal life we must make them competitive
in the overcrowded marketplace. The Jewish community should
consider spending large sums of money on advertising.
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| Jay
Michaelson
Marketing
Undermines Judaism:
To “market” Judaism contradicts exactly what makes Judaism worthwhile.
Marketing asks us to sublimate yearning into consumerism; Judaism asks us to
restrain our consumerism and open up to yearning.
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Koret Foundation Sh'ma Book Reviews
Mark Oppenheimer, Knocking
on Heaven’s Door: American Religion in the Age of Counterculture.
Reviewed
by Stephen J. Whitfield .
(New Haven: Yale University Press): 273 pp., $30.00.
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| For
Sale: Living Words V: A Source Book on Israel in a Time of Struggle
A timely resource for rabbis, educators, and families to  address
the crisis in Israel. Included are High Holiday sermons, new rituals
for celebrating Israel's Independence Day, Responsa on the Prayer
for the Peace of Israel, essays and resource materials to teach
Israel in synagogues and schools.:
Available now www.Jflbooks.com
Foreword by Yitz Greenberg bookorders@JFLmedia.com.
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Join Sh'ma's
Online Discussion
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| Are
Jewish organizations marketing strategically and
wisely, in line with Jewish values, to draw in newcomers?
What are your marketing suggestions?
Post
your thoughts
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Quote of
the Month
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| “If we view American culture not as a marketing
tool, but as a partner for honest and creative cultural
conversation, then our students will find themselves
at home in Hillels—engaged, creative, and alive.” Rabbi
Stephen E. Cohen, Hillel Director, University of
California Santa Barbara
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