engleski

From marketing to trženje and back

Considering their size and importance in the global context of science and technology, Croatia and Slovenia belong to a group of economies dependent upon dominant cultures and languages, from which they import new knowledge and technology, along with accompanying terminology (Cabré 1999:18). Contemporary marketing theory and practice are mostly influenced by authors and companies from the English-speaking world and it could be expected that the influence of the English language is also visible in the Croatian and Slovenian marketing terminology as domestic authors and domain experts are in a position of secondary term formation (Sager 1990: 80-85). This paper presents an analysis of contemporary Croatian and Slovenian marketing terminology based on a corpus of university marketing textbooks, of which three are written by domestic authors and two are translations from English. The terms are analyzed with respect to their origin and structure. It also discusses the consequences of the lack of a terminological policy which could ensure a platform for a cooperation of domain experts and linguists necessary not only for unification of terminology, but also for creation of neologisms.

Croatian ; Slovenian ; marketing terminology ; corpus analysis ; terminological policy

nije evidentirano