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Foreign Language Ability and International Marketing

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 December 1991

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.

Keywords

Citation

Swift, J.S. (1991), "Foreign Language Ability and International Marketing", European Journal of Marketing, Vol. 25 No. 12, pp. 36-49. https://doi.org/10.1108/EUM0000000000634

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited