From the course: International Marketing Foundations
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Translation and back translation
From the course: International Marketing Foundations
Translation and back translation
- There are many stories of companies that failed to do their homework when naming a product or doing simple translations of their promotional materials. Invariably, these tales relate to a word or phrase that could be misconstrued in a different language. These translation issues can be uncovered early. Here are some steps to follow. Get all of your marketing materials translated to the languages of other countries you're looking to enter. Don't rely on the person in your office who took two years of Spanish in middle school to do this for you. Also don't rely on simple online translation tools. Hire a translation firm to do this for you. The fees are well worth the stress you may save. You can find translation firms by searching online. Once you get your translations completed, send them to a second translation house and ask them to translate the materials back to your home market language. It's important that this step be…
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