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| Author: | Holden, N. Kuznetsov, A. Whitelock, J. |
| Title: | Russia's struggle with the language of marketing in the communist and post-communist eras |
| Journal: | Business history
2008 : JUL, VOL. 50:4, p. 474-488 |
| Index terms: | Russia marketing marketing literature terminology languages translations transition economies |
| Language: | eng |
| Abstract: | This article presents the development of marketing and the general attitudes towards it in the context USSR and in the post-Soviet Russia. The authors review the challenges of marketing after the collapse of communism from a linguistic perspective, e.g. the translation difficulties of Western marketing terminology into Russian and the confusion that these new terms elicit. |
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