Eurasia between cultural studies and marketing

Hoffmann, Edgar (2010) Eurasia between cultural studies and marketing. Journal of Eurasian Studies, 1 (2). pp. 119-126. ISSN 1879-3665

Available under License Creative Commons: Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0).

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In marketing, Eurasia is currently still an area of terra incognita between the CEE and the Asia-pacific region. This paper deals from a linguistic cultural studies viewpoint with the question of how far Eurasia can be a relevant region for MNE marketing. To this end, the enrichment of the conception of Eurasia in Russia will be researched in its philosophical, political and economic dimensions using the original geographic dimension as a baseline. The individual conceptual components will be scrutinized in detail for their potential significance for regional marketing in post-soviet economic discourse, whereby neo-Eurasianism in contemporary Russian thinking deserves particular significance. (author's abstract)

Item Type: Article
Additional Information: Open Access funded by Hanyang University
Divisions: Departments > Fremdsprachliche Wirtschaftskommunik. > Slawische Sprachen
Version of the Document: Published
Variance from Published Version: None
Depositing User: Elena Simukovic
Date Deposited: 02 Aug 2016 11:04
Last Modified: 04 Aug 2016 09:11
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