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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| Format: | Article |
| Language: | English |
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SAGE Publishing
2010-07-01
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| Series: | Journal of Eurasian Studies |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S1879366510000217 |