Portal de Periódicos da CAPES

Toward a language-marketing model

1998; De Gruyter; Volume: 134; Issue: 1 Linguagem: Inglês

10.1515/ijsl.1998.134.1

1613-3668

Francesc Domínguez,

Second Language Learning and Teaching

In 1988, Robert Alan Jackson carried out the study Language Planning Using a Marketing Model/' Jacksons main objective was to adapt E. Jerome McCarthy's Strategie marketing model to the theory oflanguage planning. The purpose of the present paper is to complement Jacksons study in order toprovide a theoretical-descriptive base to language planners' work, at national as well as local level, which allows them to realize strategies to spread the use of a language in certain sectors of society. However, we mainly focus this text on language Services that, from public administration, have, as a mission, thepromotion oflanguage normalization in society.