Examines the role of foreign language ability in international marketing. Suggests that the importance of language is more than much recent language‐oriented literature would have us believe. Looks at how and why language can become a barrier to communication, and then details the uses of a foreign language in marketing operations. Concludes by suggesting that language is the key to achieving market “closeness”, and it is for this reason that it is important.
European Journal of Marketing – Emerald Publishing
Published: Dec 1, 1991
Keywords: Foreign languages; Communications; International trade; International marketing
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