Marketing et communication ethnique en contexte multilingue : le cas de la Catalogne
| Autor: | Hounnouvi, Christian |
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| Přispěvatelé: | Centre de recherche sur les identités, les nations et l'interculturalité (CRINI), Université de Nantes - UFR Faculté des Langues et Cultures Etrangères (UFR FLCE), Université de Nantes (UN)-Université de Nantes (UN) |
| Jazyk: | francouzština |
| Rok vydání: | 2015 |
| Předmět: | |
| Zdroj: | Revue Internationale d'Etudes en Langues Modernes Appliquées-International Review of Studies in Modern Applied Languages Revue Internationale d'Etudes en Langues Modernes Appliquées-International Review of Studies in Modern Applied Languages, Risoprint, 2015, Productions et identités locales en contexte de mondialisation, 2015 (8), pp.51-61 |
| ISSN: | 1844-5586 2247-9643 |
| Popis: | International audience; This article deals with the question of the communication of the companies that realize their economicalactivities in a multilingual context. It especially talks about the choice of the linguistic vector that should be usedto reach the consumer. Mostly two marketing principles are considered in this type of social context:localization, using the local language, or standardization, by the use of a more spread one. Which factorsinfluence the decision to adopt either a strategy or another? Catalunya, that offers abundant statistics, will be thebase of this work. |
| Databáze: | OpenAIRE |
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