Eurasia between cultural studies and marketing

Eurasia between cultural studies and marketing

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 conceptio...

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Main Author: Edgar Hoffmann
Format: Article
Language:English
Published: SAGE Publishing 2010-07-01
Series:Journal of Eurasian Studies
Online Access:http://www.sciencedirect.com/science/article/pii/S1879366510000217
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spelling doaj-f5d9628709f84cd78848c3d19756b30b2020-11-25T02:47:51ZengSAGE PublishingJournal of Eurasian Studies1879-36652010-07-011211912610.1016/j.euras.2010.04.005Eurasia between cultural studies and marketingEdgar HoffmannIn 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.http://www.sciencedirect.com/science/article/pii/S1879366510000217
collection DOAJ
language English
format Article
sources DOAJ
author Edgar Hoffmann
spellingShingle Edgar Hoffmann
Eurasia between cultural studies and marketing
Journal of Eurasian Studies
author_facet Edgar Hoffmann
author_sort Edgar Hoffmann
title Eurasia between cultural studies and marketing
title_short Eurasia between cultural studies and marketing
title_full Eurasia between cultural studies and marketing
title_fullStr Eurasia between cultural studies and marketing
title_full_unstemmed Eurasia between cultural studies and marketing
title_sort eurasia between cultural studies and marketing
publisher SAGE Publishing
series Journal of Eurasian Studies
issn 1879-3665
publishDate 2010-07-01
description 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.
url http://www.sciencedirect.com/science/article/pii/S1879366510000217
work_keys_str_mv AT edgarhoffmann eurasiabetweenculturalstudiesandmarketing
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