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 Big Data Marketing Strategies for
Superior Customer Experience
Jose Ramon Saura

Rey Juan Carlos University, Spain

A volume in the Advances in Marketing, Customer Relationship

Management, and E-Services (AMCRMES) Book Series Book Series

Published in the United States of America by IGI Global (an imprint of IGI

Global) 701 E. Chocolate Avenue Hershey PA 17033 Tel: 717-533-8845

Fax: 717-533-8661 E-mail: [email protected] Web site: http://www.igi-

global.com/reference

Copyright © 2023 by IGI Global. All rights reserved. No part of this

publication may be reproduced, stored or distributed in any form or by any

means, electronic or mechanical, including photocopying, without written

permission from the publisher.

Product or company names used in this set are for identification purposes

only. Inclusion of the names of the products or companies does not indicate

a claim of ownership by IGI Global of the trademark or registered

trademark.

Library of Congress Cataloging-in-Publication Data

Names: Saura, José Ramón, 1992- editor.

Title: Big data marketing strategies for superior customer experience /

Jose Ramon Saura, editor.

Description: Hershey, PA : Business Science Reference, [2023] | Includes

bibliographical references and index. | Summary: "The rapid growth of

technological developments on the Internet has led many companies to

adapt their business to the digital ecosystem and implement new methods

and techniques not only to improve the users' experience but also to

improve their analytical strategies. What is more, due to the

accelerated interconnected world, the amount of information shared on

the Internet has widely increased, hence, this allows companies to

gather useful data so they can obtain a competitive advantage from it.

Therefore, this data utilization has changed the way customers buy and

interact with enterprises, obtaining a powerful and personalized user

experience along their customer journey. Moreover, in the past few

years, the digital ecosystem has been chosen as the main channel used by

consumers for the purchase of goods and services. As a result, digital

marketing and online advertising have become one of the main strategies

used by companies to get to know the results they obtain with their

marketing actions. Accordingly, Big Data Marketing has arrived as a

novel digital marketing tool applied to emerging technologies on the

Internet. Big Data Marketing utilizes large amounts of data to show the

proper online audience the right adverts in the accurate moment at any

time the audience is using their device. Therefore, advertising can be

designed and shown considering users' interests based on what they visit

or where they go to. That implies that the user experience is improved

as long as they receive personalized adverts focused on what they were

curious or concerned about. Besides, companies launch adverts based on

Big Data Marketing depending on the interests and offers of each user.

Thus, techniques such as Artificial Intelligence (AI), Data Mining, or

Business Intelligence have allowed companies to act accordingly in

real-time without the user perception. To sum up, the aim is to identify

how Big Data Marketing can improve user experience and digital marketing

strategies"-- Provided by publisher.

Identifiers: LCCN 2022039778 (print) | LCCN 2022039779 (ebook) | ISBN

9781668464540 (hardcover) | ISBN 9781668464557 (paperback) | ISBN

9781668464564 (ebook)

Subjects: LCSH: Internet marketing. | Target marketing. | Big data. |

Customer services.
Classification: LCC HF5415.1265 .B55 2023 (print) | LCC HF5415.1265

(ebook) | DDC 658.8/72--dc23/eng/20221024

LC record available at https://lccn.loc.gov/2022039778

LC ebook record available at https://lccn.loc.gov/2022039779

This book is published under the IGI Global book series Advances in

Marketing, Customer Relationship Management, and E-Services

(AMCRMES) (ISSN: 2327-5502 eISSN: 2327-5529)

British Cataloguing in Publication Data

A Cataloguing in Publication record for this book is available from the

British Library.

All work contributed to this book is new, previously-unpublished material.

The views expressed in this book are those of the authors, but not

necessarily of the publisher.

 Advances in Marketing,

Customer Relationship

Management, and E-Services

(AMCRMES) Book Series

Eldon Y. Li (National Chengchi University, Taiwan & California

Polytechnic State University, USA)

ISSN: 2327-5502

Mission

Business processes, services, and communications are important factors in

the management of good customer relationship, which is the foundation of

any well organized business. Technology continues to play a vital role in the

organization and automation of business processes for marketing, sales, and

customer service. These features aid in the attraction of new clients and

maintaining existing relationships.

The Advances in Marketing, Customer Relationship Management, and

E-Services (AMCRMES) Book Series

addresses success factors for customer relationship management, marketing,

and electronic services and its performance outcomes. This collection of

reference source covers aspects of consumer behavior and marketing

business strategies aiming towards researchers, scholars, and practitioners in

the fields of marketing management.

Coverage

Data mining and

marketing
IGI Global is
B2B marketing

currently accepting
Cases on CRM

Implementation
manuscripts for

Database publications within

marketing this series. To submit

Electronic
a proposal for a
Services
volume in this series
Telemarketing
please contact our
Cases on

Acquisition Editors
Electronic

Services at Acquisitions@igi-

Social global.com or visit

Networking and
http://www.igi-

Marketing
global.com/publish .
Ethical

Considerations

in E-Marketing

Customer

Retention

The Advances in Marketing, Customer Relationship Management, and E-

Services (AMCRMES) Book Series(ISSN 2327-5502) is published by IGI

Global, 701 E. Chocolate Avenue, Hershey, PA 17033-1240, USA,

www.igi-global.com. This series is composed of titlesavailable for purchase

individually; each title is edited to be contextually exclusive from any other

title within the series. For pricing and ordering information please visit

http://www.igi-global.com/book-series/advances-marketing-customer-

relationship-management/37150. Postmaster: send all address changes to

above address. Copyright © 2023 IGI Global. All rights, including

translation in other languages reserved by the pulisher. No part of this series

may be reproduced or used in any form or by any means - graphics,

electronic, or mechanical, including photocopying, recoreding, taping, or

information and retrieval systems - without written permission from the

publisher, except for non commercial, educational use, including classroom

teaching purposes. The views expressed in this series are those of the

authors, but not necessarily of IGI Global

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Other documents randomly have
different content
 CHAPTER IX.
Land of the Philistines.—​Its Limits.—​Fell to the Lot of Simeon and Dan.—​Origin of
the Philistines.—​The meaning of the Name.—​Their royal Cities.—​Their God and
Goddess.—​Journey thither.—​Valley of Roses.—​Baptism of the Eunuch.—​Home of
John the Baptist.—​Slaughter of the Jews in the City of Bether.—​Site of
Bethshemesh.—​Home of Samson.—​Village of Zorah.—​Field where the Angel
appeared.—​Town of Timnath.—​Lair of the Lion.—​Home of Delilah.—​Oriental
Weddings.—​Valley of Shochoh.—​Scene of the Conflict between David and
Goliath.—​Correspondence between Scripture and the natural Features of the
Place.—​The Valley.—​The Brook.—​The smooth Stones.—​The Sling.—​The
Mountains.—​The Champions.—​The Victory.—​Home of Goliath.—​Gath.—​David’s
feigned Insanity.—​Road to Eleutheropolis.—​Its Location.—​Great Caves.—​Site of
Lachish.—​Its great Battle-field.—​Sennacherib and Hezekiah.—​Byron’s Hebrew
Melody.—​Gaza.—​Palm-groves.—​Direction of the Road.—​Site of the City.—​Modern
City.—​Ancient Ruins.—​Christian Church.—​Home of Giants.—​Gates that Samson
carried away.—​His Prison.—​The great Feast.—​Samson called.—​His Presence
alarms the Multitude.—​Feats of Strength.—​Death Scene.—​He is a Failure.—​
Alexander the Great wounded at Gaza.—​A Moslem City.—​Ascalon.—​Route
thither.—​Stood near the Sea.—​Ruins.—​Desolation.—​History.—​Adorned by Herod.
—​Captured by the Crusaders.—​Road to Ashdod.—​Beautiful Gardens.—​No Ruins.
—​Dagon and the Ark.—​Road to Joppa.—​Villages.—​Joppa on the Sea.—​Its
Antiquity.—​Floats of Pine and Cedar.—​House of Simon.—​Substantial Structure.—​
Peter’s Vision.—​Appearance of the Town.—​Gate of the City.—​Population.—​Jews.
—​Nubian Magician.—​Magnificent Orange-groves.—​Ramleh.—​Franciscans.—​
Traditions.—​Antiquities.—​Tower.—​View.—​Ludd.—​Eneas cured of Palsy.—​Church
of St. George.—​Beautiful Ruin.—​Nether Bethhoron.—​Wretchedness.—​Upper
Bethhoron.—​Battle-field of Gibeon.—​The Battle.—​Wonderful Correspondence.—​
 Testimony of the Rocks.—​Ajalon.—​Sun and Moon stand still.—​City of Gibeon.—​
Modern Town.—​Gibeonites.—​History.—​Death of the Gladiators.—​Pool of Gibeon.
—​Murder of Amasa.—​Solomon’s Dream.—​“The Look-out.”—​Mizpeh.—​National
Rendezvous.—​Ebenezer Stone.—​Saul chosen King.—​Minaret.—​Vast and
magnificent Prospect.

Philistia is among the richest sections of Palestine, and is scarcely

surpassed in fertility by any other portion of land upon the globe.
Consisting of that vast maritime plain extending from Joppa on the
north to Gerar on the south, it is washed by the Mediterranean on
the west, and is bounded on the east by the Mountains of Judea.
Originally occupied by the Avims, the descendants of Cush,375 it
subsequently became the possession of the Philistines. In the
division of the land it fell to the tribes of Simeon and Dan, who,
however, were never fully able to subdue their allotted provinces. At
present it is inhabited by Moslem Arabs, whose humble towns
occupy the sites of more renowned cities. On the origin of the
Philistines the learned are not agreed. In the absence of authentic
records and of distinctive customs, it is difficult to decide whether
they came from the hills of Cappadocia, the islands of Cyprus and
Crete, or from Lower Egypt. Their national name, signifying
“strangers,” implies their foreign birth. Nor is it definitely known
whether they came in possession of their new territory by conquest,
or by alliances formed with the aborigines of Canaan, who, in
process of time, were absorbed by the more rapid increase and
superior strength of their allies. Rising to greatness from an humble
beginning, their history forms part of the inspired narrative, and the
whole country now bears the name of Palestine, or “the Land of the
Philistines.” Dividing their possession into five lordships, they
founded as many royal cities, which are known in Scripture by the
names of Gaza, Ashdod, Askelon, Gath, and Ekron. Idolaters in faith
and practice, their chief divinity was Dagon, the “Fish-god,” whose
dominion over men, beasts, and fowls was represented by the triple
formation of his body. He had a human head, a horse’s neck, and
trunk and limbs covered with the feathers of different birds. His wife
Derceto, “the Fish-goddess,” or Syrian Venus, had the form of a
beauteous maid from her waist up, and thence downward resembled
a fish.

As the home of Samson, and the scene of many a romantic story,

Philistia has a history of thrilling interest. It was therefore with no
ordinary delight that we left the Holy City to explore a region where
have occurred so many grand historic events. Skirting the northern
border of the Plain of Rephaim, we were soon under the shadow of
the Convent of the Cross. Turning to the right, we entered the Valley
of Roses, called by the Arabs Wady el-Werd. For more than half a
mile the bottom of the glen is covered with rose-bushes, cultivated
for the manufacture of rose-water, which is used in the East in large
quantities. Descending Wady el-Werd, we soon reached Philip’s
Fountain, where, according to a recent tradition, the Evangelist
baptized the Ethiopian eunuch.376 ’Ain Hanîyeh is a pretty fountain
gushing out from a semicircular apse, ornamented with pilasters,
and is situated in a wild glen by the wayside, on the ancient road to
Gaza. On the summit of a neighboring hill to the north stands the
quiet hamlet of ’Ain Kârim, the birthplace of John the Baptist. It is in
the “hill country of Judea,” and is the scene of the meeting of those
pious cousins, the destined mothers of the Messiah and his
harbinger.377 High up on a wild ridge to the south is the city of
Bether, where the pretended Christ, called Bar-cochba, the “Son of a
Star,” made his last and fatal stand against the Romans under
Adrian. It was then a Jewish city of wealth and learning, and, after a
siege of three and a half years, was forced to surrender. Eighty
thousand of its unfortunate citizens fell beneath the conqueror’s
sword; and such was the dreadful slaughter, that, according to the
historian, the horses waded in blood up to their bridles.

Following the Sultâny, or “Queen’s Highway,” our path lay among

the “hills of Judea,” clad with vines and covered with corn.
Approaching the large town of Beit ’Abab, we turned to the west,
and at high noon reached the ancient city of Bethshemesh. Thistles
and marigolds now cover the ruins of the Philistine village, to which
the Ark of the Lord was brought from Ekron, and where fifty
thousand people were slain for their temerity in looking into the ark,
contrary to the Lord’s express command.378 We were now in the
country of Samson. Around us rose his native hills, and beneath us
stretched the valleys of his childhood, while here and there appeared
the scenes of many memorable deeds of his riper years. On the
summit of a neighboring hill to the right, which rises steeply from
the Valley of Sûr’ah, is the village of Zorah, where he was born,379
and adjoining it is the field where the angel of the Lord appeared
unto Manoah and his wife. Beyond an intervening ridge, and less
than two miles to the westward, is Timnath, situated on a plain, the
place where Samson married his Philistine wife.380 It was in one of
the vineyards in the adjacent glen that, as he hastened to his
betrothed, he turned aside to slay the lion of Timnath who roared
against him,381 and from whose dead carcass, on a subsequent
occasion, he took the honey which, on his wedding-day, was the
subject of that perplexing riddle, “Out of the eater came forth meat,
and out of the strong came forth sweetness.”382 It was there the
wife of his bosom was afterward given to another, and, to avenge
himself, he went forth to destroy the corn-fields of his enemies,
which dotted the Plain of Philistia.383 From the base of his native hill
extends the Valley of Sorek, the home of Delilah,384 and where the
man with a divine secret, yielding to the entreaties of a woman, fell
asleep in the lap of false affection, to awake to weakness and to
shame. Along this same vale the road leads to Gaza, whither the
blind captive was led, bound with fetters of brass, to grind in the
prison-house of the Philistines.385 And now, after the lapse of so
many centuries, all the incidents of his wedding are illustrated by
existing customs and confirmed by facts. Wives are procured now,
as then, by the intervention of parents; marriages are attended by
the same display; and on such occasions riddles are propounded by
the bridegroom, and other sports practiced. In the wild glens of this
region, and on the rugged hills, are foxes or jackals, and through the
corn-fields on the rich plains below another Samson might send
them on their burning mission.
 Passing on toward the scene of his death, we turned to the
southeast in search of the Valley of Shochoh, where David slew
Goliath. A ride of six miles brought us to Beit Nettîf, a small village
crowning a lofty cliff. Impelled by curiosity, the people gathered
around us in crowds to examine our garments and riding equipage.
Compelled to take a guide to the romantic valley, we secured the
services of a white-turbaned Arab, who, after tenderly kissing his
child and bidding his wife adieu, led us through the town, and, to
save a detour, up the roughest, steepest mountain in the Holy Land.
Skirting the verge of a dangerous precipice on the north, we turned
southward, and in less than an hour entered one of the most
picturesque ravines in Southern Palestine. Rising grandly on either
side, the rocks were festooned with delicate shrubs, and from a
thousand rills the water glided, forming a brooklet below. Midway
the ravine there is a fountain gushing out of the mountain’s side,
around which are a few Arab huts. The glen contracted as we
ascended, and at its terminus the country opened and declined
toward the south. Rapidly descending a mountain path, we were
soon in the Valley of Elah, where David achieved his celebrated
victory. Here, as elsewhere in our travels, we had proof of the
harmony existing between the inspired narrative of the event and
the topography of the scene of its occurrence.

Running north and south, the bed of the valley measures a mile in
width, and was covered with grain and flowers. Through its centre
extends a torrent bed, lined with smooth pebbles, and fringed with
acacia-trees. Though not high, the mountains on either side are bold
and well defined. On their summits the contending armies were
drawn up in battle array, watching each other’s movements. To make
an assault, the intervening valley must first be crossed, which would
give to the defense an immense advantage. Unwilling to lose a good
position and invite such a fearful slaughter, the armies were
disinclined to make an attack. Impatient at the delay, there was one
brave spirit among the Philistines who offered to stake the issues of
the war upon a single-handed combat. Descending, day after day,
for forty days, the left bank of the valley, Goliath of Gath threw down
the gauntlet and cried out, “I defy the armies of Israel; send me a
man, that we may fight together.” His giant form, his proud, defiant
tone, his powerful weapons, sent dismay to the heart of Israel, and
neither the once heroic Saul, nor any of his warriors, had the
courage to accept the challenge. With all the appearance of an
accidental event, David that day reached the camp with provision for
his three brethren who were in Saul’s army. Rising above the
contempt of Eliab, rejecting the king’s armor, but trusting in that
higher power which had led him to the scene and ordained him for
the fight, David went forth to retrieve the honor of his country, and
vindicate the supremacy of Jehovah over the idol Dagon. Like Syrian
shepherds of to-day, he carried a staff, a scrip, and sling, for the
defense of his fold. Confident of his ability to employ with success
the instruments which he had been accustomed to all his life, David
descended, in the presence of the embattled hosts, and from the
flowing brook he stooped to gather five smooth stones for the
conflict. The apparent advantages were with the Philistine; but the
Unseen, who was with David, was more than he who was against
him. Goliath had size, strength, experience, armor, and weapons.
David was young, small, and armed only with a sling; but he had
spirit, courage, and faith. What to him would forever have remained
the romantic stories of a shepherd’s life, now suddenly becomes the
source of inspiration and the ground of hope. Among his native
mountains a lion and a bear had attacked his fold, and when, in
attempting to rescue the lamb, the wild beasts rose up against him,
he smote the one and the other, “and this uncircumcised Philistine
shall be as one of them, seeing he has defied the armies of the
living God.” Those champions met, one in the pride of his strength
and military prowess, the other in the name of the Lord of hosts;
one full of contempt for his antagonist, the other conscious of a just
cause. The polished armor, the brazen shield, the burnished helmet,
and immense spear of Goliath, glittered in the sunlight; the ruddy
cheeks of the shepherd boy glowed with a heroic spirit, which was
his only helmet, and a brave heart within him, beating calmly, was
his only shield. Swung by unerring skill, and guided by an invisible
hand, the smooth stone from the Brook Elah penetrated the brain of
the giant, and David stood in triumph upon his fallen body, amid the
shouts of victory and the benedictions of his countrymen.386

Seven miles to the northwest, on the same road over which the
routed Philistines fled, is Gath, the native city of Goliath. The
conspicuous hill on which it stood rises 200 feet above the Plain of
Philistia, and is now crowned with an old castle, a Mohammedan
tomb, and a few huts, which compose the modern town. Besides
being the birthplace of the famous warrior, it is also the scene of a
singular episode in the life of David. Compelled to fly from the
presence of Saul, he stopped at Nob, where, having obtained from
Abimelech a supply of food and the sword of Goliath, he came to
Gath, either in the hope of not being recognized, or, as a fugitive
from Saul’s court, of receiving a welcome from the Philistines, with
whom the king was then at war. Disappointed in both, and
discovering that his fate was sealed, “he feigned himself mad in their
hands, and scrabbled on the doors of the gate, and let his spittle fall
upon his beard.” Madmen being privileged characters then, as they
are now in the East, he was permitted to roam at large; and,
embracing a favorable moment, he fled to the cave of Adullam,
where he gathered a small army around him, and resisted the
repeated attempts of Saul to take his life.387

From Gath the road runs toward the southeast, and the next
important place is Eleutheropolis, six miles distant. The path is
rugged, and alternately crosses stony ridges and small valleys. The
village occupies a nook in a green valley, and is surrounded by low
hills. Though the ancient city is destitute of special Biblical interest,
yet its ruins are extensive and unique. Within an inclosure 600 feet
square are the remains of a castle, filling one third of the entire
space. The interior contains arches, vaults, and marble shafts. Two
hundred yards up a ravine, extending eastward, are massive
foundations, and a fine well, more than seventy feet deep; but the
chief attraction is the great caves, unequaled in extent by any in
Syria. The largest of these caverns is 100 feet high and sixty-five in
diameter. Lateral galleries connect it with adjoining caves, which are
surmounted with domes, and ornamented with cornices. In another
portion of the town is a vast range of bell-shaped chambers,
connected by arched doorways and subterranean passages. While a
few of them are entirely dark, most of them are lighted by a circular
aperture in the top. Some regard these caverns as the work of
Idumean Troglodytes, while others suppose them to have been
excavated for cisterns; the former is the more probable theory.388

Thirteen miles to the southwest is the site of Lachish, called by

the Arabs Um Lâkis. The intervening country is rocky and undulating,
and occasionally dotted with deserted villages. The hill on which the
city stood is low and flat, and is strewn with fragments of marble
columns and blocks of hewn stones. Lachish was among the cities of
Judah captured by Joshua,389 but derives its chief significance from
having been fortified by Rehoboam,390 and afterward besieged by
Sennacherib. It was while the latter was encamped here that King
Hezekiah sent unto him, saying, “I have offended; return from me;
that which thou puttest on me I will bear.” To meet the demand for
300 talents of silver and thirty talents of gold, Hezekiah emptied his
own treasure and that of the house of the Lord; and, to supply a
deficiency that remained, “he cut off the gold from the doors and
pillars of the Temple.” But, not satisfied with a sum so large,
Sennacherib sent three of his generals to Jerusalem to demand the
immediate and unconditional surrender of the city. One of the three
was Rabshakeh, whose blasphemous speech offended Heaven, as
his proud and defiant words had overwhelmed the king with
consternation and fear. That night God heard Hezekiah’s prayer, and
vindicated his own insulted majesty. From his throne “the angel of
the Lord went out, and smote in the camp of the Assyrians an
hundred fourscore and five thousand.” The next morning
Sennacherib departed for Nineveh, where he was assassinated by
two of his sons while worshiping in the temple of Nisroch, his god.

In one of his noblest odes, Byron has described the destruction of

the Assyrian host:
 “The Assyrian came down like the wolf on the fold,
And his cohorts were gleaming in purple and gold;
And the sheen of their spears was like stars on the sea,
When the blue wave rolls nightly on deep Galilee.
“Like the leaves of the forest when Summer is green,
That host with their banners at sunset were seen;
Like the leaves of the forest when Autumn hath blown,
That host on the morrow lay wither’d and strown.
“For the Angel of Death spread his wings on the blast,
And breathed in the face of the foe as he pass’d;
And the eyes of the sleepers wax’d deadly and chill,
And their hearts but once heaved, and forever grew still.
“And there lay the steed with his nostril all wide,
And through it there roll’d not the breath of his pride;
And the foam of his gasping lay white on the turf,
And cold as the spray of the rock-beaten surf.
“And there lay the rider distorted and pale,
With the dew on his brow, and the rust on his mail;
And the tents were all silent, the banners alone,
The lances unlifted, the trumpet unblown.
“And the widows of Ashur are loud in their wail,
And the idols are broke in the temple of Baal;
And the might of the Gentile, unsmote by the sword,
Hath melted like snow in the glance of the Lord!”

The bleakness of the scenery from Lachish to Gaza is relieved by

groves of palms, olives, and willows, together with the gardens
which surround the half dozen intervening villages. The peasants of
these towns are industrious, and the glee of the children indicated
their happiness, notwithstanding their nudity. The road crosses
diagonally several deep torrent beds, which drain the upland
country, and which continue their courses through the white sand
downs to the sea. The approach to Gaza is among sand-hills and
through olive-groves, and, after a ride of twelve miles from Lachish,
the traveler finds himself in this renowned Philistine city. Situated
three miles from the sea, Gaza is a city of 15,000 inhabitants, 300 of
whom are Christians and the rest Moslems. Around it, like a green
belt, are gardens of apricots, mulberries, and palms. On its western
side runs the same road which was trodden by the Pharaohs
thousands of years ago, and which leads to the pasture-fields of
Gerar. Between the town and the sea is a range of hills, of drifting
sand, two miles wide. On the east of the city are barren hills, the
highest of which is crowned with a Mohammedan wely, and is
probably the hill to the top of which Samson carried the gates of
Gaza.

Rising from amid the rude buildings of the town is the great
mosque, which was once a Christian church, and dedicated to John
the Baptist. It has a peaked roof and an octagonal minaret. The
interior is 130 feet long, and is divided into a nave and two aisles by
rows of Corinthian columns. Modern Gaza has neither walls, gates,
nor fortifications of any kind. Though thus exposed to the attacks of
the predatory bands of Bedouins, yet the inhabitants are seldom
molested, for no other reason, perhaps, than the fact that they
themselves in part are freebooters.

With an antiquity that ranks it among the oldest cities in the

world,391 Gaza was originally inhabited by the Hivites, the
descendants of Canaan,392 who in the lapse of time were
dispossessed by the Philistines, who elevated it to the dignity of a
royal city. In the days of Moses it was the home of those giants
known as the Anakims, whose formidable stature and warlike
character alarmed the Hebrew spies, and, though subsequently
captured by the tribe of Judah, it was repossessed by the sons of
Anak, who enslaved the Israelites.393 But Gaza appears most
prominent in sacred history as the scene of many remarkable events
in the life of Samson, and from him it has derived an imperishable
name. In his happier days he here performed one of the most
astonishing feats of his supernatural strength. Besieged by his
enemies, he arose at midnight and carried the gates of the city upon
his shoulders to the top of a hill that is before Hebron.394 It was
prior to his alliance with Delilah, and when in full possession of his
marvelous strength, that he thus bade defiance to a whole race of
giants. But, deceived by the duplicity of an unworthy wife, he
afterward became, in the very city of his triumph, a blind, fettered,
imprisoned captive, the sport of woman, and the ridicule of man.

GAZA.

Dreading him more than an army with banners, the Philistines had
taken every precaution to secure their powerful and determined foe.
Having consigned him to eternal darkness by the destruction of his
eyes, they fastened his limbs with fetters of brass, and, thrusting
him into a loathsome dungeon, appointed him to the menial work of
an Eastern woman.395 But He who had chosen him to be the
champion and avenger of his people restored his strength, and with
its restoration the day of vengeance returned. Deeming his capture a
public good, the Philistines assembled to offer thanksgiving to their
god Dagon. The day dawned without a cloud, and the sun rose in
beauty upon the Plains of Philistia. At an early hour the streets of
ancient Gaza were thronged with an excited multitude, who were
hastening to the great sacrifice, and rejoicing in the capture of the
giant of Zorah. The grand temple of their idol crowned the loftiest of
their hills. Its broad flat roof was supported by arches resting on
pillars. Two central columns, massive and strong, and standing near
each other, were the key to the whole support. On the roof of the
spacious temple, and also within the sacred fane, the lords of the
Philistines, with their wives, had assembled to honor their god and
enjoy the sports of the occasion. Though it was no part of their
original purpose that Samson should add to the joy of the day by
exhibitions of his strength, yet, as one pleasure never fails to excite
a desire for another, and as a succession of pleasures demands the
most extravagant delights, so, in the delirious excitement of the
moment, the blind captive is called to make them sport. They had
heard of the return of his strength, and he being now sightless, they
could witness exhibitions of his power without fear of injury to
themselves, as in former days, so long as they remained beyond his
reach. Josephus supposes they made him a laughing-stock, and
insulted him in their cups; but, rather, they forced him to perform
prodigious exploits of physical strength, which accounts for his
weariness, and his excuse to lean against the pillars. Led by a little
Philistine boy, he came from his gloomy dungeon. The transition
from darkness to light had no effect upon his sightless eyeballs.
Recalling the havoc he had made among their countrymen at Lehi,
and not knowing what plans of revenge were then the subject of his
thoughts, many ran at his approach, while all sought to avoid his
grasp. As he advanced he was greeted with shouts of ridicule and
peals of laughter. Removing the brazen fetters to give full play to his
mighty limbs in the contemplated performance, a guard of Philistine
giants encircle him, to pierce him with spear and javelin should he
attempt to avenge his misfortune. Without knowing the manner in
which he acted, we are left to imagine how he made sport for his
enemies. What massive block of marble did he lift? what new lion of
Timnath did he grapple with? what gate with posts and bar did he
carry on his shoulders? what new cord or green withes did he snap
asunder, as “tow is broken when it toucheth the fire?” what new
Delilah wove his fresh-grown “locks with the web, and fastened
them with a pin to a beam,” that he might bear away web, pin, and
beam?
 Deceived by the docility of his spirit and the obedience of his
behavior, he is called within the temple itself. At length, wearied with
the great exertions he had been required to make, he unsuspectedly
requested of the lad that led him, “Suffer me that I may feel the
pillars whereupon the house standeth, that I may lean upon them.”
Sweating, panting, weary, the captive leans for rest against the
marble columns, while, in fancied security, the people shout, joke,
laugh, rending his very soul. A blind man’s eye reveals no heart-
secret. Samson repents a misspent life, and, conscious that his
strength was Heaven’s gift, he prays, “O Lord God, remember me,
I pray thee, and strengthen me, I pray thee, only this once, O God,
that I may be at once avenged of the Philistines for my two eyes.”
Then, seizing the two pillars, “he bowed himself with all his might,”
and in a moment the roof fell in, precipitating those on the top into
one broken, dying mass with those within, and, slaying more in his
death than in his life, the victor and the vanquished slept the sleep
that knows no waking.

I wept when I remembered the son of Manoah. He was a child of

Providence. His was a miraculous birth. Chosen to punish idolatry, to
deliver his country, and judge a nation, Samson was an army of one.
God had purposed to accomplish through him what he had done by
the mighty forces of Joshua, Deborah, Gideon, and Jephthah, and to
illustrate his own divine power in subduing the enemies of his church
by the arm of a single man. It was a thought worthy of a God. As in
other ways of the Almighty, the secret of Samson’s power was
hidden. Unlike Goliath, he was an ordinary man in stature: there was
nothing in his physique that indicated his wondrous strength. It was
this that confounded his foes, and impelled them to solicit Delilah
with a bribe to ascertain the secret of his power. As his strength was
not in his muscles, so it was not in the seven locks of his hair. When
asleep and at ordinary duties he was as other men, but when the
Philistines were to be punished, the Spirit of the Lord came upon
him. So long as he retained the solitary virtue of secrecy, and
allowed his beard and hair to grow untrimmed, it pleased the Lord to
use him as he did Jephthah and Cyrus, and as he does a thunderbolt
or a volcano, to punish the wicked; but when he preferred the smiles
of a woman to the benedictions of heaven, he became as other men.
Though a failure in life, he was faithful in death; and for the faith of
his dying act, St. Paul records the name of Samson among the
illustrious believers.396

The subsequent history of Gaza is replete with memorable events.

Being the key to Palestine to those on the south, and the key to
Egypt to those on the north, it has been frequently subjected to the
calamities of war. Besieged by Alexander the Great, its defenders
surrendered their city with their lives; and in the fearful conflict the
great warrior received a wound in the shoulder, which threatened to
terminate his eventful career. In the first century of our own era it
was twice destroyed, and, though subsequently rebuilt, it never
attained its ancient splendor. Though early visited by the teachers of
Christianity, yet in the fifth century it contained eight temples
dedicated to the worship of heathen gods. In 634 A.D. it yielded to
the conquering arms of Mohammed, and afterward became the
birthplace of Esh-Shâfa’y, the founder of one of the largest of the
Mohammedan sects. In 1152 A.D. the Crusaders found the city
deserted, and, erecting a strong fortress on the highest hill,
intrusted its defense to the Knights Templars.397 Captured and
sacked by Saladin in 1170 A.D., with the exception of a brief interval,
it has remained, as it is now, a Moslem city.

Askelon is on the sea, twelve miles to the north from Gaza. The
great route thither runs along the eastern side of the sand downs
which separate it from the shore, and, continuing northward, passes
through several Arab towns, surrounded with orchards of figs and
groves of palms. Despite the incessant efforts of the villagers, the
drifting sand is annually approaching their homes, and, if not
resisted by a more formidable barrier, will completely destroy their
gardens and overwhelm their dwellings. It is not uncommon to see
trees so buried that only a green twig is visible, indicating the
position of the tree, while the branches of those not yet entombed
are dusted with the flying sand.
 As one of the five royal cities of the Philistines, Askelon was
celebrated for the grandeur of its architecture. It occupied an area
not unlike in form an amphitheatre. Along the shore extend a series
of bold cliffs, a mile in length and eighty feet high. From the
northern end of this range a lofty ridge sweeps round like a
semicircle, first to the eastward, then to the southward, and finally,
bending westward, runs to the sea. Within this space are the ruins
of the city, and on the top of this curving ridge the wall was built,
defended by strong towers, the immense fragments of which,
thrown together in confused heaps, suggest a destroying angel more
powerful than the hand of man. On the east are the remains of a
large castle, and near it is the chief entrance to the city. Not far from
a ruinous wely are the traces of a noble avenue, which was once
lined with columns, and within 200 yards of it is a low excavated
area, on which are thirty large granite and marble shafts. Beneath
mounds of sand there must be other remains, perhaps of temples
and palaces, but at present not even the outlines of a building can
be traced. Whether viewed in its ruins, or as defenseless against the
encroaching waves of sand, Askelon wears an air of dreariness as
indescribable as it is sad. On her rests the burden of prophecy:
“Askelon shall be a desolation.398 Askelon shall not be inhabited.”399
 RUINS OF ASKELON.

Though it was allotted to the tribe of Judah, the Philistines held

possession of their city throughout the whole period of the Jewish
monarchy. Its significance in sacred history is derived from its gross
idolatry, and the fearful judgments denounced against it by the
prophets, rather than from any great events having occurred within
its limits. But, beyond the inspired record, it has a history in which
figure many illustrious characters. Regarding its maritime location as
invaluable, Herod the Great adorned the city with baths, porticoes,
and fountains, and after his death his sister Salome resided there in
a palace which her brother had built. Suffering greatly in the wars
between the Jews and the Romans, the original citizens became the
allies of the latter, and Askelon was the scene of a horrid massacre,
in which 2500 Jews were put to death. In after years the Christians
and the Moslems lost and won in turns this important sea-port town.
Captured by Baldwin III. in 1152 A.D., it subsequently reverted to
the Moslems, but yielded again to the Crusaders, under Richard
Cœur de Lion, in 1191 A.D., who compelled Saladin to abandon this
stronghold; and when, in turn, the Christians were expelled, Askelon
began to wane, and to-day it is an uninhabited town.

Less than 100 yards to the northeast stands the wretched village
of El-Jûrah, the modern representative of the royal city. Through its
gardens the road leads to Ashdod, eight miles to the north. Two
miles on the way is the town of Mejdel, the largest and most
flourishing of all the villages on the Plain of Philistia. The buildings
are large and well constructed, the streets are wide and clean, and
the scenery and gardens around it are exceedingly beautiful. Passing
through the village of Hamâmeh, the path runs along the sandy
downs, and after ascending a low ridge, enters Ashdod on the south.
Its mud houses are located on the declivity of a hill, and near it is a
lake 500 yards in circumference. Though once the capital of a
lordship, yet Ashdod is without antique ruins, and the traveler is left
to record its history amid the beautiful gardens, without the remains
of temples and palaces to aid his recollection. It was here the Ark of
the Lord was brought after the battle of Aphek, and the Philistines,
deeming it a religious trophy, placed it in the temple of their idol,
“And when they of Ashdod arose early on the morrow, behold,
Dagon was fallen on his face to the earth before the Ark of the
Lord.” Elevating their deity to his place, the Philistines found him in
the dust again on the second night. Smitten by the Lord with
pestilence for their impiety, in their distress they sent the Ark to
Gath.400 Three centuries later Ashdod was dismantled by King
Uzziah;401 and it is afterward mentioned by Nehemiah, who
reproaches the Jews for having there married heathen wives after
their return from captivity.402 Called by the Greeks Azotus, it was
here that Philip the Evangelist was found after the baptism of the
eunuch.403 But Ashdod is conspicuous in profane history for having
withstood a siege of twenty-nine years, when invested by
Psammetichus, king of Egypt, which is the longest siege on record.

ASHDOD.

Twenty miles to the north, situated on the coast, is ancient Joppa.

From Ashdod thither the route lies through one of the richest
sections of the Plain of Philistia. It is a gentle depression coming
down from the east, three miles wide, through the centre of which
runs a deep, winding torrent bed. The soil is loamy, and yields the
finest grain raised in Syria. Among the large and prosperous villages
that dot its fertile sides are Batâneah and El-Burka; but beyond this
oasis the land is stony and barren, and the wretched hovels of which
the towns are composed, together with the squalidity of the
peasants, recall the prophetic denunciation, “A bastard shall dwell in
Ashdod, and I will cut off the pride of the Philistines.”404 Passing
through Yebna, the Jabneh of the Bible,405 and leaving Ekron,406 five
miles to the east the road crosses diagonally the great Wady Surâr,
which drains the western section of the Judean Hills from Hebron to
Bethel. Less than two miles from the sea are the remains of a
Roman bridge which once spanned the torrent, and from this ruin
the path declines westward to the coast, when, turning northward, it
follows the beach to Yâfa.

Standing upon a rock whose western base is washed by the

Mediterranean, Joppa is one of the oldest cities in the world. Though
its authentic history begins with the partitioning of Palestine into
tribal possessions, yet, according to Pliny, it existed prior to the
Flood. Called by Joshua Japho,407 by Luke Joppa,408 by the Arabs
Yâfa, and by the Franks Jaffa, it was originally allotted to the tribe of
Dan,409 but remained in comparative obscurity till the reign of
Solomon, when it became the chief maritime city of his kingdom.
Being the nearest harbor to Jerusalem, the floats of pine and cedar
from Lebanon for the building of the first and second temples were
landed here,410 and hence transported to the Holy City on the back
of camels. Centuries later, Jonah here embarked for Tarshish,411 and
in our own era here lived the benevolent Tabitha, whom Peter
restored to life,412 and here was the home of Simon, with whom the
apostle lodged.413

The only antiquity to detain the traveler a single hour is the

traditional house of Simon. Like all Eastern dwellings, it is
constructed of stone, square in form, with a flat roof, and may have
stood for centuries, as, without violence, it will endure for hundreds
of years to come. Standing near the seaside, both the location and
structure of the building are in harmony with the inspired narrative,
and a venerable tradition points to it as once the residence of a
tanner. The entrance is through a low gallery, before which the
servants of Cornelius stood inquiring for Peter. Within is a small
court-yard, containing a well of excellent water, and from the court a
stone staircase leads to the roof, from which I enjoyed a
commanding view of the sea, over whose blue waters had glanced
the apostolic eye as Peter sat beneath those clear expanded heavens
from which descended the symbolic sheet, opening to his Jewish
understanding the purposes of the divine mind. Plucking a leaf from
the solitary tree adorning the court, I entered the interior, which is
now occupied by the Moslems as a place of prayer, and by whom it
is revered no less for its antiquity than for its traditional sacredness.
Excepting its gardens, Joppa is neither clean nor beautiful. The
streets are narrow and irregular, and the best buildings have no
claim to architectural elegance. Inclosed by a stone wall, the city has
a single gate, opening toward the east. Near it, and around a pretty
Saracenic fountain, are the famous fruit-bazars of Jaffa, where are
sold the finest oranges and lemons in the world. Here also is the
seat of justice, where the cadi414 tries all civil and criminal suits,
sitting, as in Bible times,415 in the gate of the city. As of old, Joppa is
a sea-port town of considerable trade, and, if possessed of a good
harbor, would be the most flourishing maritime city of Palestine. The
products of its immense fruit-orchards, together with the silk and
soap here manufactured, are exported in large quantities to the
cities on the Mediterranean coast.
 JAFFA FROM THE NORTH.

Possessing a population of 5000 souls, a fifth of whom are

Christians, 200 Jews, and the rest Moslems, the basis of social and
political distinction is religion rather than nationality. The
Mohammedans have several mosques, the Jews a synagogue, the
Latins, Greeks, and Armenians have each a convent, for the
entertainment of pilgrims en route for the Holy City.

Under the direction of Dr. Barclay, who combines the two

professions of physician and missionary, a society has here been
formed called the “Abrahamic Coalition,” the object of which is the
gathering together in one large community all the indigent Jews in
the East, and locate them on the Plain of Sharon, securing to each a
small piece of land, and otherwise aiding the colonists in practical
agriculture.

As illustrating the changeless character of Eastern customs, before

the door of our inn stood a magician performing astonishing feats
with serpents. A Nubian by birth, his face was black and glossy, his
eyes small and snakish, and his countenance expressive of great
cunning. With a smile, he drew from the ample folds of his bosom
three large black serpents, which had been nestling next his naked
breast; and caressing them in the fondest manner, he lifted them up
to his neck, and allowed them to entwine themselves about his
head. Subject to the will of their charmer, they obeyed his magical
words, and the magician of Joppa vividly recalled the magicians of
Egypt.416

Once more our faces were turned toward the Holy City. On leaving
Joppa, our path for half an hour lay between enormous hedges of
the cactus plant, inclosing orange and lemon groves, which cover an
area of many miles in extent. The air was surcharged with the
fragrance of those delicious fruits, and beneath the ladened trees lay
heaps of lemons and oranges, like apples in an American orchard.
Charmed with a ride so delightful, we were soon upon the Plain of
Sharon, stretching far to the northeastward, to the white and purple
Hills of Benjamin. Passing the hamlet of Yasûr on our left, in thirty
minutes we entered the pine-groves of Beit Dejân. The declining sun
forewarning us of approaching night, we gave loose rein to our
horses, and bounded over that glorious plain. As far as the eye could
reach, crimson anemones, tufts of lily leaves, and white and yellow
daisies covered the ground like a carpet of many colors, while here
and there stood the shepherd’s black tent, with herds and flocks
around it, and on the evening air came the soft notes of his flute. In
the starlight away to the east, like a dark column standing out
against the sky of night, appeared the solitary tower of Ramleh. At
seven P.M. we were knocking at the iron gate of the Latin Monastery,
and, with a courtesy for which others have not given them credit,
the Franciscan brothers received us to their retreat, while their tall
and graceful superior entertained us with an ease and dignity worthy
a Christian gentleman. After an excellent dinner in the refectory, a
quiet-looking friar led us, by the light of a single wax taper, across a
dark court-yard to a small chamber containing four beds, neat and
clean, as if the work of a woman’s hand.

Ramleh is nine miles to the southeast from Joppa, and is one of

the best-built towns on the Plain of Sharon. It is environed for miles
with fig-orchards and orange-groves. Containing a population of
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