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June 2014 (published: 11.06.2014)
Number 2(17)
Home > Issue > Management, marketing, discourse
Ryabukhina Yu.V.
Discourse is currently one of the categories of great interest for linguistic research. It functions within every sphere of social activity including of course that of marketing. Discourse of B2B marketing, i.e. linguistic characteristics of various marketing products directed at professional target audience takes up the interface of personal oriented and status oriented type. It is as important a component of marketing mix as every other one. A valid understanding of personal and professional characteristics of the target audience and using corresponding strategies of speech behavior contributes to a successful marketing strategy. On the other hand, an inadequate choice of linguistic characteristics may create an improper balance of market mix functioning and hence, to erroneous marketing techniques. Cognitive&communicative approach is suggested for application for the components of marketing discourse in tourism in order to increase the efficiency of the latter.Wherever English is used as the language of international communication, tourist market requires a very careful and balanced use of linguistic means that may be quite different from those used by native speakers. This specificity of discourse in the field considered may need further investigation.
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Keywords: discourse, marketing for tourism, target audience, speech behavior, speech effect techniques of cognitive nature
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
UDC 378
Management, marketing, discourse
Discourse is currently one of the categories of great interest for linguistic research. It functions within every sphere of social activity including of course that of marketing. Discourse of B2B marketing, i.e. linguistic characteristics of various marketing products directed at professional target audience takes up the interface of personal oriented and status oriented type. It is as important a component of marketing mix as every other one. A valid understanding of personal and professional characteristics of the target audience and using corresponding strategies of speech behavior contributes to a successful marketing strategy. On the other hand, an inadequate choice of linguistic characteristics may create an improper balance of market mix functioning and hence, to erroneous marketing techniques. Cognitive&communicative approach is suggested for application for the components of marketing discourse in tourism in order to increase the efficiency of the latter.Wherever English is used as the language of international communication, tourist market requires a very careful and balanced use of linguistic means that may be quite different from those used by native speakers. This specificity of discourse in the field considered may need further investigation.
Read the full article
Keywords: discourse, marketing for tourism, target audience, speech behavior, speech effect techniques of cognitive nature