Author: Wolfgang J. Koschnick Publisher: Walter de Gruyter GmbH & Co KG ISBN: 3110857243 Category : Business & Economics Languages : en Pages : 480
Book Description
No detailed description available for "Standard Dictionary of Advertising, Mass Media and Marketing / Standard Wörterbuch für Werbung, Massenmedien und Marketing".
Author: Sylva-Michèle Sternkopf Publisher: BoD – Books on Demand ISBN: 3865960545 Category : Language Arts & Disciplines Languages : en Pages : 382
Book Description
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.
Author: Sylvia-Michèle Sternkopf Publisher: diplom.de ISBN: 3832481613 Category : Business & Economics Languages : en Pages : 381
Book Description
Inhaltsangabe:Abstract: Small and medium-sized enterprises (SMEs) are the backbone of the German economy. Against the background of continuing globalisation, they are increasingly faced with the challenge of internationalisation. This study was designed as an empirical investigation of how well SMEs in the federal state of Saxony are prepared for this task of the future, which measures they take in order to market their products and services in the global marketplace, and it tries to identify their strengths and weaknesses in this respect. The very nature of this thesis is thus a truly interdisciplinary approach, investigating marketing aspects as well as linguistic factors. The main focus was on the language small and medium-sized companies use for their international communications. English has long become the lingua franca of the globalising economy, and this study set out to investigate how well SMEs are prepared to meet the linguistic requirements imposed on them by global business. Enterprises in the new German states are widely believed to be disadvantaged with regard to their communicative competence in English, since English played only a minor role for decades, but has risen to decisive significance within the past couple of years, taking many companies and their employees by surprise, finding them not as well prepared as their colleagues in the old German states. Still, finding their way to the new export markets in Western Europe, the Americas and Asia are vital for the survival of Saxon economy, and communicative competence in English as the lingua franca of international business is the major prerequisite for achieving this objective. Corporate communicative competence involves various aspects, including the foreign language skills of the employees covering the entire range of linguistic skills from oral communication including listening and speaking, giving presentations or participating in negotiations to writing skills ranging from reading and writing of various text types, including media literacy. Apart from the personal linguistic competence of the employees, the corporate linguistic competence of the company also plays a major role for the perception of the company on its international markets. Therefore this study focused on investigating how well SMEs present themselves in their corporate literature and on the internet, which instruments from the wide-ranging selection of marketing tools hey apply for communicating [...]
Author: Heinz-Dietrich Fischer Publisher: Walter de Gruyter GmbH & Co KG ISBN: 3110857979 Category : Language Arts & Disciplines Languages : en Pages : 424
Book Description
No detailed description available for "1928-1945".
Author: Wolfgang J. Koschnick
Author: Wolfgang J. Koschnick
Author: Wolfgang J. Koschnick
Author: Wolfgang J. Koschnick
Author: Wolfgang J. Koschnick
Author: Thomas Slavens
Author: Wolfgang J. Koschnick
Author: Sylva-Michèle Sternkopf
Author: Sylvia-Michèle Sternkopf
Author: Heinz-Dietrich Fischer