TITLE

What Language Shall We Put It In?'

AUTHOR(S)
Lovelock, Christopher H.
PUB. DATE
December 1994
SOURCE
Marketing Management;Winter94, Vol. 3 Issue 3, p36
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Although it's considered the lingua franca of business, using only English may put companies at a competitive disadvantage. Using another language incorrectly also may be damaging. Solutions range from multilingual staff to multilingual computers, from simultaneous translation to materials printed in several languages, and from universal symbols to global phone numbers answered in designated languages. Managers should review signage, printed communications, verbal announcements and presentations, telephone conversations, and face-to-face encounters. A good starting point is conducting a language audit to evaluate current communication activities and identify language skills among existing staff members. INSET: Language Segments in the U.S. Market.
ACCESSION #
9412304018

 

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