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Foreign Language Ability and International Marketing

Foreign Language Ability and International Marketing 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Foreign Language Ability and International Marketing

European Journal of Marketing , Volume 25 (12): 14 – Dec 1, 1991

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Publisher
Emerald Publishing
Copyright
Copyright © 1991 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000000634
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

European Journal of MarketingEmerald Publishing

Published: Dec 1, 1991

Keywords: Foreign languages; Communications; International trade; International marketing

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