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When I first heard the word “transcreation”, I was surprised.  Did we really need this portmanteau? Shouldn’t all translation be not just about words, but meaning, as well?   But when you think about it, not all translation clients – or translators – think this way.  Many people consider translation to simply be a bare-bones affair, a “Just the facts, ma’am” situation.  I’ve even experienced it myself: a potential client once contacted me to see if I could translate the compl

The International Business Times published one of the few articles that discussed the beneficial publicity effect for the facility, which the star name-checked in her Times op-ed and on whose website her face subsequently appeared, encouraging visitors to follow the Center on Twitter and so forth. The author speculates that in exchange for her endorsement, the actress was guaranteed privacy, since in today’s paparazzi-crowded world it should have been virtually impossible for

The Second Edition of this popular text brings up-to-date Marieke de Mooij’s important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students—tomorrow’s marketing professionals—to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to