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| Author: | Lynn, J. |
| Title: | Marketing: tapping the riches of bilingual markets (Werbestil) |
| Journal: | Management Review
1995 : MAR, VOL. 84:3, p. 56-61 |
| Index terms: | |
| Freeterms: | MARKETING |
| Language: | eng |
| Abstract: | It is not just good intentions that are leading companies to target bilingual markets. There is a mother lode of purchasing power available in markets that have been undervalued because of cultural barriers. Marketers can find tremendous potential and profits in well defined bilingual and bicultural market segments if they avoid embarrassing faux pas. |
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