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English in Marketing
Sylva-Michèle Sternkopf
其他書名
International Communication Strategies in Small and Medium-Sized Enterprises
出版BoD – Books on Demand, 2005-09-30
主題Language Arts & Disciplines / GeneralLanguage Arts & Disciplines / Linguistics / General
ISBN38659605459783865960542
URLhttp://books.google.com.hk/books?id=BbxQEAAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋What measures do German SMEs take to successfully present themselves on the international market place? In contrast to larger groups, where dedicated communication departments cooperate closely with renowned advertising agencies to disseminate the marketing message and to reach exactly the right target groups, corporate communication in medium-sized companies is often characterised by ad-hoc decisions, tight budgets and a lower esteem for the value of professional communication. This empirical survey investigates “International Communication Strategies in SMEs”, uncovers reasons and consequences of this approach, illuminates the role of the English language in international marketing and provides tangible tips what SMEs can do to improve their international market presence.