De la linguistique au marketing. Etude de cas: la promotion en ligne des services universitaires
From Linguistics to Marketing. Case Study: on Line Promotion of Academic Services

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Summary/Abstract: This paper presents the results of a research project which aimed towardsincreasing the visibility of our institution - The University of Economics - within the Frenchspeaking community. We present the motivation, the goals, the theoretical basis, theresearch methods and the results of our work. Both theoretical and practical aspects areapproached here, outlining the progressing phases we went through, the difficulties weencountered, and the linguistic peculiarities of the two key domains: economic andacademic. We also talk about the specificity of our “final product”, which is the Frenchversion of the internet website of our institution

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