The Main Challenges of Translating an Article on Generational Marketing Strategy into Hungarian

Abstract

In my study I translated a marketing strategy article on generational marketing from English into Hungarian. In the present article, I summarise the main challenges that emerged during the translation process of the selected article. Primarily, I focus on the challenges arising from the lack of the unified Hungarian professional terminology in the fields of marketing and generational theory. Given that the article touches upon various disciplines, it is rich in marketing terminology, generational theory-related terms, and expressions specific to the hospitality industry. One of the challenges I encountered during the translation of this article was the lack of consistent Hungarian terminology for the fields covered in the article. Another difficulty was the inconsistency in generational-theory related academic literature: not only the specific time frames; but even the names used to identify the different generations vary significantly. Finally, generational marketing itself is considered a relatively young subfield within marketing, and I found that the number of scientific materials on generational marketing is relatively low in Hungarian language, which also presented a challenge during translation.