Index_E

E

e-marketing 233

dilemmas 237 “8, 239 “40

bridge between gift and sale 271 “6

broad spectra of customers vs deep, personalized customer relationships 253 “7

global vs local 240 “53

high tech vs high-touch 257 “66

uniting inner/outer orientation 266 “71

see also Internet

ecological fallacy 154 “5

economic models 27 “8

Electronic Data Interchange (EDI) 79

Emerson, Ralph Waldo 71

emic/etic 147 “8

emotion 83 “5, 89

verbalizing 91

endorsements

celebrity 99 “103, 101 “3

expert 91 “2, 98 “9, 101

ethics 229 “30, 240

ethnic groups 157 “9, 207 “8

acculturation models

assimilation 217

integration 217

marginalization 217

separation 217

American 210, 220 “2

definitions 208

buying power 213 “14

concept of ethnicity 210 “11

dilemmas/diversity 211 “13, 215 “17

family 209

multicultural marketing 214 “17

social group 208 “9

hold fast to roots 223 “4

mono-ethnic marketing 217 “18

multi-ethnic marketing 218 “24

rainbow challenge/to wards transcreation 217, 224 “9

ethics 229 “30

reconciliation approach 228 “9

zone of commonality 217

external control see internal-external control