THE ISSUES OF TERMINOLOGY STANDARDIZATION IN THE FIELD OF MARKETING

The purpose of this paper is to provide insights into the issues of marketing terminology standardization from the translation perspective by contrasting the English and Serbian languages of marketing. Nowadays in the era of globalization processes and all respective communication phenomena, the treatment of the field of marketing is of utmost importance. This particularly refers to the need for prescribing principles, norms, and standards when dealing with translation. The field of marketing has been extremely topical and challenging for a long time. It is the field with the greatest number of internationally recognizable anglicisms among its terms. The Serbian language is no exception with all its specific modes of using anglicisms. The paper encompasses adequate term usage with a special emphasis on the frequent use of anglicisms, their adaptation, and the standardization of terminology. The process of standardization requires the elaboration of definite phases and sequence of steps. The first and probably most essential phase refers to establishing a normative body certified by adequate professional and expert institutions at the national level. The next phase would include determining and defining the terminological principles taking into consideration appropriate contrastive elements at all linguistic levels. A significant precondition that would facilitate efficient standardization is the existence of reliable reference books such as specialized dictionaries, glossaries, manuals, and similar material. The permanent cooperation between language and marketing experts is necessary to ensure a successful outcome of this endeavor. The authors point out the necessity of adopting norms and standardization principles when translating from English into Serbian with special reference to marketing terminology and expressions such as marketing slogans and other specific tools of marketing.