Marketing Communications in English

Published 2016.

Marketing Communications and the English language are inextricably linked in the onward march towards globalisation. Consumer attitudes towards brands, technologies, and the use of products are evolving, and the industry is consolidating. Global brands have strong consistent brand cultures, which call for unified and cohesive marketing approaches. English is the underpin of these changes, so anyone involved in marketing communications today needs to be able to work wholly or partially in English. Marketing Communications in English does exactly what it says on the tin. This is the book in Marketing Communications for university students or anyone working in an agency, corporate communications, or marketing department who does not have English as a native language but needs to learn specialist terms and practise work-related tasks in English. Each chapter introduces theory and the specialist vocabulary of marketing communications with thought provoking case study texts exploring topic areas and consolidating specialist terms. Tasks mirror what happens in the workplace leading from interpretation of the client briefing through to developing a new corporate identity to creating communications strategy for an international brand. Role plays include meetings, negotiations, and pitch presentations specific to the marketing communications industry. Included are an answer key and an additional word bank of professional terms and expressions at the end of each chapter.