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




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.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Eurasian Studies
WU-Journal-Rating new VW-D
Language English
Title Eurasia between cultural studies and marketing.
Volume 1
Number 2
Year 2010
Page from 119
Page to 126
Reviewed? Y
URL http://www.sciencedirect.com/science/article/pii/S1879366510000217
DOI http://dx.doi.org/10.1016/j.euras.2010.04.005


Economics and Identity
Hoffmann, Edgar (Former researcher)
Institute for Slavic Languages IN (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
5320 Marketing (Details)
5410 Cultural science (Details)
6604 Applied linguistics (Details)
6611 Linguistics (Details)
6613 Onomastics (Details)
6616 Slavonic studies (Details)
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