Marketing communication: principles and practice

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381

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Dowling, G. R. 195–6, 203
DRIP, uses of marketing
communication 84
Drucker, P. 1, 223, 344, 350
Duncan, T. 222, 251, 305, 310
e-commerce 237, 240
early adopters, of innovation 65
early majority, innovation and 65
East, R. 45–6, 49, 51, 59, 151, 272,
319
Eastern cultures, advertising and 119
economic dimension of marketing 6, 8
economic growth, quality of life and
335
economies of scale 104, 123
Economist, The
201
effective communication, interacting
with others 26
effectiveness measures, intended effects
and 314
efficiency measures, communication
efforts 314
egocentric behaviour 73, 84
Egypt 113
Ehling, W. P. 208, 350
Ehrenberg, A. 45, 159, 273, 290
elaboration, definition 54
Elaboration Likelihood Model (ELM)
54–5
electronic marketspaces 166
emergent networks 37
Emler, N. 194, 204
employee participation 349
enactment, defined 36
encoder–message–decoder model of
communication 21
Engel, J. F. 12, 45–6, 117
English National Opera, Zimmerman’s
Die Soldaten
176
entertainment, a brand and 154
environment, the 13, 19, 49, 80, 312,
349
epistemological assumptions 63
ethical assumptions 63, 333–4
ethical investment 344, 349
ethical investors 106
ethnocentric thinking 118
ethnomethodology, language use and
28
evaluation 58, 313–16
evaluation process, steps in 316
exchange 1, 4–5, 12, 77, 126, 136;
communication as mode of 75–9
exchange economy 328, 344
exhibitions, trade shows and 177
exploitation 115, 184
export marketing 113
expressive communicative activity 5, 21
expressive logic 32
Exxon 113
facts, environment and 49
Fang, I. 13, 270
fashion, ‘belongingness’ and 34
fast-moving consumer goods (FMCG)
245
Fawlty Towers 118
Fearnley, M. 196, 199, 202
feedback 28, 58, 311
Festinger, L. 55, 151
Fill, C. 69, 84, 209
Financial Times, The
201
Fiske, R. P. 6, 214
Fombrun, C. 199, 201, 203
Foote, Cone and Belding (FCB) grid
273–4
formal behaviour patterns 115
formal identification 34–5
Fortune
200–3
frames 49, 60
France 113, 121
franchises 352
‘free market’ economies, advertising
and 269
Freeman, R. E. 98–100
Freeserve 357
Friedman, M. 325–6
Future Advertising Stakeholders
(FAST) summit 284
Gabriel, Y. 34, 43–4, 58, 269, 328
Gardener, E. 178–9
Gatarski, R. 174–5
gatekeepers 66–7
General Electric company 270, 310
General Motors 113
generative marketing communication
activities 132
genuine conversation, what it entails
330
Germany 113
Gilmore, A. 216, 222
global village, corporate community
and? 101
globalization 113, 343
Google 232, 284
governmental authority, erosion of 113
green consumerism 344
Grey’s Brand Loyalty+ Index 160
Grönroos, C. 12; 4 Ps framework 
and 146; image and 200, 204;