A Report On The Translation Of Marketing Management In Geographically Remote Industrial Clusters(Excerpts)

It is a project report on the translation of Marketing Management in Geographically Remote Industrial Clusters,a book written by scholars George Tesar and Jan Bodin,from the Umea University in Sweden.This is the first book to cover marketing management issues in geographically remote industrial clusters(GRICs).It contains original cases that cover issues like cluster formation,information gathering,marketing strategies and operations,and information-technology.Examples in this book come from industries like textile and furniture,automobile,agro-machinery,food,wine,software,and management consulting,providing significant guidance for the development GRICs.Case 2 and Case 4 from Chapter 6 are excerpted for this translation project.The source text is academic and informative,characterized by its direct and logical feature to present marketing concepts and strategies.Therefore,the translation memetics put forward by Andrew Chesterman is selected as the guiding theory in this project.Translation memetics holds that translation activity is the process of replication and transmission of language memes.A large number of accepted memes constitute a meme pool,which can guide people’s translation behavior and become translation norms.Translation memetics is applicable to the dissemination of culture and thoughts.If the memes become strong memes after transformation,they will be easier to enrich the target culture.This report,first of all,describes the translation task and the translation process.Then,it introduces translation memetics,including memetics and the development of translation memetics,inspiration of the theory for the present translation project.Next,it analyzes the use of translation memetics in this translation project with concrete cases by using syntactic,semantic and pragmatic strategies put forward by Chesterman.It is concluded that the three comprehensive strategies complement each other,which are suitable for the translation of informative and academic text to solve the problems in translation and spread effective memes.Also,translation is the process of continuously internalizing foreign cultures.Only through appropriate hosts can new memes be replicated and transmitted.Moreover,it is cultural difference that makes translation fail to achieve the best equivalence.Therefore,translators need to do their utmost to achieve the best communicative relationship between the source text and the target text.It is hoped that the translation project would enrich references for future translation of the academic discourse.It is also hoped that the translated version of the source text would work as learning materials for students majored in Business Administration and scholars from related disciplines.