oa Journal of Marketing - Cut out the Jargon : brand essence



A recent edition of a British marketing magazine headlined an editorial: 'Lets cut out the jargon to get more of us on board' and highlighted the fact that 'our community' could lose out in dealings with other business sectors due to the 'language difference'. Put another way, it was making the point that if standards are being drawn up by government or international bodies to establish levels of competency, everyone involved needs to be compliant irrespective of language.


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