Eurasia between cultural studies and marketing.

Edgar Hoffmann

Publication: Scientific journalJournal articleResearchpeer-review

1 Citation (Scopus)


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.
Original languageEnglish
Pages (from-to)119 - 126
JournalJournal of Eurasian Studies
Issue number2
Publication statusPublished - 2010

Austrian Classification of Fields of Science and Technology (ÖFOS)

  • 602004 General linguistics
  • 602047 Slavonic studies
  • 605004 Cultural studies
  • 602033 Onomastics
  • 502019 Marketing

Cite this