Language Management and Marketing

Abstract

This article deals with language issues from both a management and a marketing perspective. If management focuses on human resource management and linguistic auditing, marketing puts stress on the strategic efforts to attract and persuade bottom-top agents to be concerned about bringing language policy implementation to satisfaction. This can only happen if top-bottom authorities invest in their human resources, that is, language users of language, to overcome their deficiency needs and engage in growth needs, as defined by Abraham Maslow's hierarchy of needs (1943). Human resource management and linguistic auditing activities stem from the fact that language status is threatened by an uncertainty problem, which is a function of social, economic, and political and international variables that influence the scaling of languages, while marketing arises from the need to sustain the language promotion activities. First, the term management is introduced to move then to language management and what domains of practice need to be given priority in terms of management activities, and finally marketing as a term and a concept used for language policy purposes.