Languages and Global Marketing

Helen Kelly-Holmes

doi:10.1002/9781444324068.ch21

Languages and Global Marketing

School of Modern Languages & Applied Linguistics

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Original language	English
Title of host publication	The Handbook of Language and Globalization
Publisher	Wiley-Blackwell
Pages	475-492
Number of pages	18
ISBN (Print)	9781405175814
DOIs	https://doi.org/10.1002/9781444324068.ch21
Publication status	Published - 7 Oct 2010

Keywords

Construction of globalization-through "i'm lovin' it"
Differentiation and segmentation in global marketing
Differentiation, involving heteroglossic play, code-switching and mixing and non-standard usages
Internationalization, main contribution-as economic theory, challenging globalization paradigm
Language, differentiating a product-becoming part of its USP
Languages and global marketing
Linguistic differentiation and linguistic segmentation-competing forces of homogenization and heterogenization
Marketing, "unique selling proposition" (USP)-created for one particular product
McDonald's-as agents of global linguistic and cultural homogenization
Message of campaign-"connection with the customer"-seeking to depict universal images of "how people live"

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10.1002/9781444324068.ch21

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KW - Internationalization, main contribution-as economic theory, challenging globalization paradigm

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KW - Marketing, "unique selling proposition" (USP)-created for one particular product

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KW - Message of campaign-"connection with the customer"-seeking to depict universal images of "how people live"

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Languages and Global Marketing

Keywords

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