Structural Bilingualism and Marketing Strategy:The Case of Franco-Arabic Bilingual Segmentation
Journal of Marketing Research and Case Studies
This research suggests studying the concept of structural bilingualism through the case of Franco-Arabic bilingualism in Maghreb countries. Methodologically, the research attempts to identify groups of consumers’ languages, by an effective marketing segmentation, through a valid measure of Franco-Arabic bilingualism. Several exploratory qualitative and quantitative…