The Treatment of Marketing in Business English Textbooks
- Paloma López Zurita Facultad de Ciencias Sociales y de la Comunicación. Universidad de Cádiz
Abstract
The relevance of Marketing in the business world has undergone a significant evolution in recent decades, expanding internationally in English as a lingua franca. This development should have a direct impact in the content of Business English textbooks aimed at university students, who increasingly need to expand their knowledge of this discipline. Therefore, the main aim of this study is to check whether the generation of these new needs has had a reflection in those textbooks in accordance with the growth of Marketing, from the 80s up to now, through the content analysis of 123 textbooks published in the aforementioned dates. Results show the degree of diachronic inclusion of specific Marketing contents in different decades, the type of treatment received and the level of English of the textbooks which develop those contents, as well as the changes that the concept Marketing has evolved in them.Downloads
References
Adamson, Donald (1991): Starting English for Business, Cambridge, Cambridge University Press.
Andrews, R.G.H. (1990): Written English for Business. 2nd Level, Oxford, Oxford University Press.
Ardó, Zsuzsanna (1988): English for Practical Management, Oxford, Oxford University Press.
Ashley, A. (1991) (1984): A Handbook of Commercial Correspondence, Oxford, Oxford University Press.
Barber, Eric (2007): 50 Ways to improve your Business English using the Internet, Oxford, Heinle.
Barry, Robert E. (1988): Business English for the 90’s, Englewood Cliffs, Prentice Hall International.
Barsanti, Mª Jesús (2000): “Relaciones entre el alemán y el francés en los léxicos específicos de Marketing, publicidad y comunicación”, en Casal, M. L., G. Conde, J. Lago, L. Pino, N. Rodríguez (coords.), La Lingüística francesa en España camino del siglo XXI, Madrid, Arrecife, 119-124.
Bater, Bernard y Gerald Lees (1990): Written English for Business. 3rd Level, Oxford, Oxford University Press.
Benn, Colin y Paul Dummet (1992a): Business First, Oxford, Heinemann.
Benn, Colin y Paul Dummet (1992b): A First Course in Business English, Oxford, Heinemann.
Bennie, Michael (2009): A Guide to Good Business Communication, Oxford, How to Books Ltd.
Beresford, Cynthia (1988) (1984): Business Communication, Oxford, Oxford University Press.
Bethell, George y Tricia Aspinall (2009) (2003): Test your Business Vocabulary in Use, Intermediate, Cambridge, Cambridge University Press.
Blesa, Andreu e Inmaculada Fortanet (2003): “Análisis del artículo de investigación de marketing. Características propias”, Ibérica, 5, 69-86.
Blundell, John A. y Nigel M.G. Middlemiss (1991a) (1981): Career. Prospects, Oxford, Oxford University Press.
Blundell, John A. y Nigel M.G. Middlemiss (1991b) (1982): Career. Developments, Oxford, Oxford University Press.
Bobáková, Hana (2010): “Anglizismen im Marketingbereich”, Revista de Filología Alemana, Anejo II, 31-43.
Braga, Gloria y José Luis Belver (2016): “El análisis de libros de texto: una estrategia metodológica en la formación de los profesionales de la educación”, Revista Complutense de Educación, 27(1), 199-218.
Bravo, Rafael, Julio Jiménez y José Miguel Pina (2011): “La docencia universitaria en inglés. Una aplicación al Marketing”, en Paricio, J., M. C. Allueva, A. Lacruz y F. Cruz (coords.), Experiencias de innovación e investigación educativa en el nuevo contexto universitario, Zaragoza, Prensas Universitarias de Zaragoza, 545-562.
Brieger, Nick y Jeremy Comfort (1989): Early Business Contacts, Cambridge, Cambridge University Press.
Brieger, Nick y Simon Sweeney (1994): The Language of Business English, Bristol, Prentice Hall International.
Brieger, Nick, Jeremy Comfort, Steve Hughes y Chris West (1987): Business Contacts, Englewood Cliffs, Prentice Hall International.
Brown, Pearson y John Allison (1991): Business Partners, Hove, Language Teaching Publications.
Bueno, Concepción y Magaly Hernández (2002): “Inglés con fines específicos: entonces y ahora”, Humanidades Médicas, 2.1, 0-0. http://scielo.sld.cu/scielo.php?script=sci_arttex¬typid=S1727-8120200200010 0003 [Consulta: 8 septiembre 2016]
Campbell, Barbara (2000): English for Business, Boston, Harrap Thomson English Language Teaching.
Carrier, Michael (1985): Business Reading Skills, Edimburgo, Nelson.
Carrier, Michael (1988): Business Circles, Edimburgo, Nelson.
Ceramella, Nick y Elisabeth Lee (2010) (2008): Cambridge English for the Media, Cambridge, Cambridge University Press.
Clarke, Simon (2003): In Company, Oxford, McMillan.
Comfort, Jeremy (2004) (1996): Effective Telephoning, Oxford, Oxford University Press.
Comfort, Jeremy y Nick Brieger (1992a): Marketing. Intermediate-advanced, Londres, Prentice Hall International.
Comfort, Jeremy y Nick Brieger (1992b): Marketing. Upper-intermediate, Londres, Prentice Hall International.
Comfort, Jeremy, Rod Revell y Chris Stott (1990) (1984): Business Reports in English, Cambridge, Cambridge University Press.
Cotton, David (1989a) (1980): International Business Topics, Edimburgo, Nelson.
Cotton, David (1989b) (1988): Keys to Management, Edimburgo, Nelson.
Cotton, David (1992) (1984): World of Business, Londres, Bell and Hyman.
Cotton, David y Sue Robbins (1998) (1993): Business Class, Edimburgo, Longman.
Cotton, David, David Falvey y Simon Kent (2000): Market Leader, Intermediate, Edimburgo, Longman.
Cotton, David, David Falvey y Simon Kent (2006) (2001): Market Leader, Upper-Intermediate, Harlow, Pearson-Longman.
Cotton, David, David Falvey y Simon Kent (2012) (2002): Market Leader. Pre-Intermediate, Harlow, Pearson-Longman.
Danks, Stephen y Lynne Cross (1989): Assignments in Business Studies, Edimburgo, Nelson.
Darragh, Glenn y Edward R. Rosset (2008) (1998): New Guide to Business Letters, Irun, Stanley.
Davies, David y Douglas Pickett (1990): Preparing for English for Commerce, Englewood Cliffs, Prentice Hall International.
Dubicka, Iwonna y Margaret O’Keeffe (2016) (2006): Market Leader. Advanced, Harlow, Pearson-Longman.
Dudley-Evans, Tony y Maggie Jo St. John (1998): Developments in English for Specific Purposes. A Multi-Disciplinary Approach, Cambridge, Cambridge University Press.
Durán, Ramiro (2000): “Análisis estadístico de la presencia de la lengua inglesa en la publicidad comercial española”, Aula: Revista de Pedagogía de la Universidad de Salamanca, 12, 87-101.
Durán, Ramiro (2002): La lengua inglesa en la publicidad española, Salamanca, Universidad de Salamanca.
Farral, Cate y Marianne Lindsley (2008): Professional English in Use: Marketing, Cambridge, Cambridge University Press.
Felices, Ángel M. (2005): “La teoría y la práctica en el desarrollo de la lengua para fines específicos en E/LE: Revisión crítica de los logros de la última década”, Quaderns de Filologia. Estudis Lingüístics, X, 81-97.
Figueroa, Beatriz (1999): “El Inglés como lengua predominante en un diccionario plurilingüe de marketing, publicidad y comunicación”, Babel afial: Aspectos de filología inglesa y alemana, 8, 93-102.
Fletcher, Mark y Roger Hargreaves (1983): Good for Business, Edimburgo, Nelson.
Flower, John (1990): Build your Business Vocabulary, Hove, Language Teaching Publications.
Fowles, Anthony, Margaret Miller y Jean Stoker (1995): Executive Decisions, Londres, Nelson.
Fresno, Mercedes (2012): Reestructuración de los estudios de lengua inglesa con fines específicos en las carreras técnicas en la universidad pública española: análisis detallado de un corpus de informantes: hipótesis, previsiones y propuesta, tesis doctoral, Universidad Complutense de Madrid.
García, Verónica (2015): “Análisis del vocabulario en libros de texto para la enseñanza AICLE en 5º de Educación Primaria”, Campo abierto: Revista de educación, 34(1), 29-47.
Gea, Mª Luisa (2005): “Advertising books: a linguistic analysis of blurbs”, Ibérica, 10, 41-62.
Geffner, Andrea B. (1998): Business English, Nueva York, Barron’s.
Giménez Moreno, Rosa (ed.) (2010): Words for Working. Professional and Academic English for International Business and Economics, Valencia, Universidad de Valencia.
Goddard, Christopher (1994): Business Idioms International, Englewood Cliffs, Prentice Hall International.
González, Rocío (2015): “Análisis holístico, diacrónico y multimodal de libros de texto de inglés como lengua extranjera: Una nueva forma de mejorar la
comprensión”, Foro de Educación, 13 (19), 343-356.
Goodale, Malcolm (1991) (1987): The Language of Meetings, Hove, Language Teaching Publications.
Goodwin, Joy y Lyn Strutt (2005): Test your Business Vocabulary in Use. Advanced, Cambridge, Cambridge University Press.
Gore, Sylee (2015) (2007): English for Marketing and Advertising, Oxford, Oxford University Press.
Grant, David y Robert Mclarty (2001): Business Basics, Oxford, Oxford University Press.
Greenall, Simon (1986): Business Targets, Oxford, Heinemann.
Guilloto, Fernando (1994): La Carrera de comercio en Cádiz. Del arte de la contabilidad a las ciencias empresariales, Cádiz, Servicio de Publicaciones de la Universidad de Cádiz.
Guiu, David (2015): “Relación entre el Marketing y la Publicidad (y diferencias entre ambos)”, SOCIALetic. http://www.socialetic.com/relacion-entre-el-Marketing-y-la-publici¬dad-y-diferencias-entre-ambos.html [consulta: 14 de octubre 2016]
Gutjahr, Lothar y Sean Mahoney (2011) (2009): English for Sales and Purchasing, Oxford, Oxford University Press.
Hanks, Patrick y Jim Corbett (1989) (1986): Business Listening Tasks, Cambridge, Cambridge University Press.
Herrera, Honesto y Michael White (1994): Dive into English for Business and Economics, Madrid, McGraw Hill.
Hollet, Vicky, Roger Carter, Liz Lyon y Emma Tanner (1991) (1989): In at the Deep End, Oxford, Oxford University Press.
Horner, David y Peter Strutt (1996): Words at Work, Cambridge, Cambridge University Press.
Howard-Williams, Deirdre y Cynthia Herd (1992): Business Words, Oxford, Heinemann.
Huggett, Renée (1990): Business Case Studies, Cambridge, Cambridge University Press.
Hurtado, Jorge (2016): “Fundamentos de Marketing Turístico”, Boletín Científico de las Ciencias Económico Administrativas del ICEA, 2, 4.
Hyland, Ken (1999): “Talking to Students: Metadiscourse in Introductory Coursebooks”, English for Specific Purposes, Vol. 18, 1, 3-26.
Ibbotson, Mark y Bryan Stephens (2010) (2006): Business Start-up, Cambridge, Cambridge University Press.
Irvine, Mark y Marion Cadman (2000) (1999): Commercially Speaking, Oxford, Oxford University Press.
Jiménez, Rosa Mª (2003): “Libros de texto para la enseñanza precoz del inglés: estudio com¬parativo”, RAEL: Revista Electrónica de Lingüística Aplicada, 2, 237-250.
Jones Macziola, Sarah y Greg White (2001) (1993): Getting Ahead, Cambridge, Cambridge University Press.
Jones, Leo (2009) (2001): Working in English, Cambridge, Cambridge University Press.
Jones, Leo y Richard Alexander (2000) (1989): New International Business English, Cambridge, Cambridge University Press.
Jordan, Robert R. y Frederick I. Nixson (1989) (1986): Language for Economics, Londres, Collins.
Kotler, Philip y Gary Armstrong (2003): Fundamentos de Marketing, Ciudad de Méjico, Pearson Educación.
Lee, Seung-eun y Mary A. Littrell (2006): “Marketing cultural products on the internet: targeting cultural creatives”, Clothing and Textiles Research Journal, 24(1), 33-45.
Lees, Gerald (1983): Negotiate in English, Edimburgo, Nelson.
Littlejohn, Andrew (1990) (1988): Company to company, Cambridge, Cambridge University Press.
Lloid, Angela y Anne Preier (1996): Business Communication Games, Oxford, Oxford University Press.
Luján, Carmen Isabel (2010): “La presencia de la lengua inglesa en carteles publicitarios en las calles de Las Palmas de Gran Canaria”, Miscelánea: A Journal of English and Ame¬rican Studies, 41, 13-39.
Mackenzie, Ian (1997a): English for Business Studies. Intermediate-advanced, Cambridge, Cambridge University Press.
Mackenzie, Ian (1997b): Management and Marketing, Hove, Language Teaching Publications.
Mackenzie, Ian (2002) (1997): English for Business Studies. Upper intermediate, Cambridge, Cambridge University Press.
Martín, Lourdes (2002): Marketing político: arte y ciencia de la persuasión en democracia, Barcelona, Paidós.
Martínez, Simón R. (2008): “Presentación”, en Llano, F. y J. Calvo (eds.), Hoy Es Marketing 08, Madrid, ESIC Editorial.
Mascull, Bill (1996): Key Words in Business, Londres, Collins.
Mascull, Bill (2006): Business Vocabulary in Use. Beginners, Cambridge, Cambridge University Press.
Mascull, Bill (2010a) (2002): Business Vocabulary in Use. Intermediate, Cambridge, Cambridge University Press.
Mascull, Bill (2010b): Business Vocabulary in Use. Advanced, Cambridge, Cambridge University Press.
Matthew, Candace (1987): Business Interactions, Englewood Cliffs, Prentice Hall International.
Mawer, Jenny (1992): Business Games, Hove, Language Teaching Publications.
McCarthy, Michael, Jeanne McCarten, David Clark y Rachel Clark (2009): Grammar for Business, Cambridge, Cambridge University Press.
McKellen, Joy Sylvia (1990) (1985): Test your Business English, Londres, Collins.
Mendoza, Henry X., María G. Mendoza-Ponce y Karen A. Mendoza (2015): “Estrategia metodológica para favorecer la interdisciplinariedad entre las asignaturas de Inglés y Mar¬keting”, Dominio de las Ciencias, 1, 31-46.
Mohr, Boudewijn (1978): The Language of International Trade in English, Englewood Cliffs, Prentice Hall International.
Montagu, John H. (1980a): Practical Business English. Book I, Bucks, Hulton Educational Publications.
Montagu, John H. (1980b): Practical Business English. Book II, Bucks, Hulton Educational Publications.
Montagu, John H. (1980c): Practical Business English. Book III, Bucks, Hulton Educational Publications.
Moore, C. J. y Judy West (1985): Enterprise One, Londres, Heinemann.
Morrison, John (1994): Business Language Practice, Hove, Language Teaching Publications.
Naterop, Bertha J. y Rod Revell (1991) (1987): Telephoning in English, Oxford, Oxford University Press.
Naterop, Bertha J., Erich Weis y Eva Haberfellner (1991) (1977): Business Letters for All, Oxford, Oxford University Press.
Naunton, Jon (2000): Head for Business, Oxford, Oxford University Press.
Naunton, Jon (2009a) (2005): Profile 1, Oxford, Oxford University Press.
Naunton, Jon (2009b) (2005): Profile 2, Oxford, Oxford University Press.
Naunton, Jon (2009c) (2005): Profile 3, Oxford, Oxford University Press.
Nikolaenko, E.B. (2008): Business English, Tomsk, Tomsk Polytechnic University Publishing House.
Norman, Susan (1991a) (1982): We mean Business, Harlow, Longman.
Norman, Susan (1991b) (1983): We’re in Business, Harlow, Longman.
Núñez, Julia M., F. José Rey y Nuria Ceular (2011): “Aplicación de la metodología CLIL (Content and Language Integrated Learning) al ámbito del Marketing”, Revista d’innovació docent universitària: RIDU, 3, 99-105.
O’Driscoll, Nina (2010): Market Leader. Marketing, Edimburgo, Pearson.
Palmer, Juan Carlos (1999): “Netvertising and ESP: genre-based analysis of target advertisements and its application in the Business English classroom”, Ibérica, 1, 39-54.
Pérez, Alfredo, Norma Melitina Nodarse y Mª Antonia Mons (2013): “Sistema de actividades para desarrollar la comunicación intercultural mediante la escritura en inglés”, Edume¬centro, 5(3), 143-156.
Pérez, Andrea y Ignacio A. Rodríguez del Bosque (2014): “Identidad, imagen y reputación de la empresa: integración de propuestas teóricas para una gestión exitosa”, Cuadernos de Gestión, Vol. 14, 1, 97-126.
Powell, Mark (1996): Business Matters, Hove, Language Teaching Publications.
Puchmüller, Andrea B., Jaquelina Noriega y Mª Verónica Fattori (2010): “Libros de texto y lectura en inglés: un análisis de la década del ‘60”, Diálogos Pedagógicos, Vol. 8, 15, 69-84.
Radice, Francis (1982): English for International Trade, Edimburgo, Nelson.
Real Academia Española (2014): Mercadotecnia, en Diccionario de la lengua española, 23ª ed. http://dle.rae.es/?w=mercadotecnia [Consulta: 16 octubre 2016]
Real Academia Española y Asociación de Academias de la Lengua Española (2005): Diccionario panhispánico de dudas, Bogotá, Santillana Ediciones Generales.
Renucci, Claude (1997): Inglés para el Marketing y la Negociación, Paris, Larousse.
Riley, David (1995): Check your English Vocabulary, Londres, Collins.
Robinson, Nick (2010): Cambridge English for Marketing, Cambridge, Cambridge University Press.
Robinson, Pauline (1991): ESP Today: A Practitioner’s Guide, Londres, Prentice Hall International.
Rodgers, Drew (1999) (1997): English for Business Negotiations, Cambridge, Cambridge University Press.
Rowlands, K.E. (1983): Management Assignment, Londres, Hodder & Stoughton.
Rowlands, K.E. (1989) (1979): Management English, Londres, Hodder & Stoughton.
Ryan, John y John Richards (1991): Business Studies Today, Cambridge, Cambridge University Press.
Sandler, P.L. y Chris Stott (1991) (1981): Manage with English, Oxford, Oxford University Press.
Santesmases, Miguel (2014): Marketing, Madrid, Ediciones Pirámide.
Scullion, Malachy (1987): Managing People, Londres, Hodder y Stoughton.
Speegle, Roger y William B. Giesecke (1983): Business World, Oxford, Oxford University Press.
Spiro, Greg (1985): Business Information, Londres, Edward Arnold.
St John, Maggie-Jo (1994): Advertising and the Promotion Industry, Englewood Cliffs, Pren¬tice Hall International.
Stanton, Alan (1990): Written English for Business. 1st level, Oxford, Oxford University Press.
Strutt, Peter (1992): Business English Usage, Harlow: Longman.
Sweeny, Simon (1999) (1997): English for Business Communication, Cambridge, Cambridge University Press.
Tayfoor, Valerie (1989): Examining Business Studies, Edimburgo, Nelson.
Taylor, Ken (2009) (2006): 51 Ways to improve your Business English, Londres, Summer Town Publishing.
Taylor, Liz (2008) (2004): International Express, Oxford, Oxford University Press.
Tullis, Graham y Tonya Trappe (2004): New Insights into Business, Edimburgo, Pearson.
Über Grosse, Christine y Robert E. Grosse (1988): Case Studies in International English, Englewood Cliffs, Prentice Hall International.
Venegas, Ana y Silvia Ocaña (2016): “El inglés en la publicidad: entre el exceso, el papanatismo y la naturalidad”, Anuncios: Semanario de publicidad y Marketing, 1532, 36-27.
Vicente, Mª Azucena (2014): “Marketing ecológico. Oportunidades, políticas y retos”, en Cubillo, J. M. y A. Blanci (coords.), Estrategias de Marketing Sectorial, Madrid, ESIC, 119-158.
Vieira, Francisco G. D., Agnaldo K. Higuchi, Rosemeri Schneider y Patricia Soares (2013): “Marketing Social Corporativo: estado da arte e proposição de um esquema conceitual”, Revista de Ciências da Administração, 15 (37), 37-51.
Watson-Delestree, Anne y Jimmie Hill (1998): The Working Week, Hove, Language Teaching Publications.
Whitcomb, Alan (1987a) (1980): Comprehensive Commerce, Edinburgo, Nelson.
Whitcomb, Alan (1987b) (1983): Office Practice, Edinburgo, Nelson.
White, Graham y Marjorie Khidhayir (1984) (1983): In Business, Edinburgo, Nelson.
White, Graham y Susan Drake (1996) (1989): Business Initiatives, Edinburgo, Logman.
Wilberg, Peter y Michael Lewis (1991) (1990): Business English, Londres, Language Teaching Publications.
Wilson, Martin (1987): Writing for Business, Edinburgo, Nelson.
Wyatt, Rawdon (2007): Check your Vocabulary for Business and Administration, Londres, AyC Black.
Zenone, Luiz Claúdio (2006): Marketing social, San Pablo, Thomson Learning.
Article download
Crossmark
License
In order to support the global exchange of knowledge, the journal Didáctica. Lengua y Literatura is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
