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: | Others |
| Language: | en |
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Asia-Pacific Research Center, Hanyang University
2010
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| Online Access: | http://epub.wu.ac.at/5123/1/Hoffmann_2010_JES_Eurasia%2Dbetween%2Dcultural%2Dstudies.pdf http://dx.doi.org/10.1016/j.euras.2010.04.005 |