July 2017
Intermediate to advanced
711 pages
26h 13m
English
Content preview from Handbook of Business CommunicationBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Regina Göke
20The language of marketing
3.Historical development of marketing terminology
4.The most important trends in marketing language
1Introduction
Marketing has become an established field within business administration research and practice in no more than a century. From its origins in the US-American culture, it has been transferred to the whole world, especially to countries with a market economy (Holden 1998: 86; Usunier 1992: 26). Today, marketing is a key issue of business administration, which is defined by the American Marketing Association (AMA) as “the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value ...
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