@article{khalbous2013structural,
  title = {Structural Bilingualism and Marketing Strategy:The Case of Franco-Arabic Bilingual Segmentation},
  author = {Slim Khalbous and Sawssan Radhouan},
  year = 2013,
  url = {https://ibimapublishing.com/articles/JMRCS/2013/364200/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = (2013),
  pages = 14,
  doi = 10.5171/2013.364200,
  abstract = {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 inquiries have been conducted. The article concludes with research findings by providing a Franco-Arabic bilingual segmentation, managerial implications and future research paths.  },
  keywords = {Structural Bilingualism, bilingual Segmentation, Franco-Arabic bilingualism},
  note = Article ID: 364200
}