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dc.contributor.authorHolden, N.*
dc.contributor.authorKuznetsov, A.*
dc.contributor.authorWhitelock, Jeryl M.*
dc.date.accessioned2014-04-28T10:46:34Z
dc.date.available2014-04-28T10:46:34Z
dc.date.issued2008
dc.identifier.citationHolden, N., Kuznetsov, Andrei, Whitelock, Jeryl (2008) Russia's struggle with the language of marketing in the communist and post-communist eras. Business History, 50 (4), 474-488.
dc.identifier.urihttp://hdl.handle.net/10454/6021
dc.descriptionNo
dc.description.abstractThe status and understanding of marketing in the USSR and post-Soviet Russia are tracked over a 40-year period, making extensive use of Russian-language sources. In the late Soviet period marketing is seen as a Western business system that was not applicable to an economy based on extreme centralisation and state-inspired conditions of shortage. With the collapse of communism, marketing is variously seen as still not quite suitable for Russian conditions, as a sales support activity or as a branch of public relations. At the same time great confusion arises over the nature of marketing owing to the problems of converting Western marketing terms into Russian, for which there are often no equivalents. Translations of Western marketing textbooks reveal translators' unabated struggles with marketing terminology and the unsatisfactory results. Literal translations, where possible, or direct transliteration into Russian merely add to the confusion. It is argued that this state of affairs is symptomatic of a wider unease about the market economy and scepticism about its relevance for Russia.en
dc.subjectREF 2014
dc.subjectRussia
dc.subjectRussian language
dc.subjectMarketing
dc.subjectmarketing terminology
dc.subjectTranslation
dc.subjectTransition to market economy
dc.titleRussia's struggle with the language of marketing in the communist and post-communist eras
dc.typeArticle
dc.type.versionNo full-text in the repository
dc.identifier.doihttps://doi.org/10.1080/00076790802106646
dc.openaccess.statusclosedAccess


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