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| Author: | Marcella, R. Davies, S. |
| Title: | The use of customer language in international marketing communication in the Scottish food and drink industry |
| Journal: | European Journal of Marketing
2004 : VOL. 38:11-12, p.1382-1395 |
| Index terms: | Communication Exports Food and drinks industry Languages Marketing strategy Scotland |
| Language: | eng |
| Abstract: | The paper explores the use of customer language in marketing and exporting in the field of food and drink industry. The findings provide evidence for three levels of language orientation, illustrating differing attitudes to the impact of customer language use, despite consensus that such is good practice and corteous in responding to customers. |
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