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The current issue and full text archive of this diary is available at www.emeraldinsight.com/0955-534X.htm EBR 20,2 Philip Kotlers in?uence in the Soviet Union and Russia Karen F.A. Fox Santa Clara University, Santa Clara, California, regular army, and 152 Received September 2006 Revised September 2007 reliable September 2007 Irina I. Skorobogatykh and Olga V. Saginova Plekhanov Russian Academy of Economics, Moscow, Russia Abstract Purpose The purpose of this paper is to document the ?rst major step in the dissemination of new-fangled marketing knowledge in the Soviet Union, the publication of a heavily censored, translated, unauthorized edition of Kotlers Marketing guidance in Moscow in 1980. Kotler and his keep backs in Russian displacement reaction have continued to inform how Russian marketers understand and go across marketing. Design/methodology/approach The research approach was historical, base on close comparison of texts; research in the USA and in Russia on the historical context; a encyclopedic compilation of Kotler hands translated into the Russian language; and interviews with key participants in the books preparation.

Findings The Soviet edition of Marketing Management was wide read by Soviet foreign trade experts and manoeuver training for Soviet foreign trade enterprise managers in the 1980s. Kotlers book was the ?rst and, for a decade, the only book on modern marketing in the Russian language. The story of the books selection, censorship, publication, and impact provide insights into Soviet thinking or so marketing and trade, and about post-Soviet readiness to adopt modern marketing. Originality/ jimmy This paper presents for the ?rst time the story behind the translation, censorship, and publication of Kotlers Marketing Management in the Soviet Union. It documents subsequent Kotler books create in the Soviet Union/Russia and how they shaped Kotlers genius there. Keywords Soviet Union, Russia, Marketing, Censorship,... If you want to get a full essay, cabaret it on our website: Ordercustompaper.com

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