The Soviet evolution of marketing thought, 1961-1991: From Marx to marketing

@article{Fox2005TheSE,
  title={The Soviet evolution of marketing thought, 1961-1991: From Marx to marketing},
  author={K. Fox and I. Skorobogatykh and O. Saginova},
  journal={Marketing Theory},
  year={2005},
  volume={5},
  pages={283 - 307}
}
The official Soviet ideology rejected most aspects of marketing, and yet there were marketing specialists in the Soviet Union, mostly in ministries, research institutes, and state enterprises involved with foreign trade. This article focuses on the development of marketing thought in the Soviet Union during the period 1961 to 1991, when the Soviet leadership was striving to increase Soviet exports, to push state enterprises to greater efficiency, and to deliver a higher standard of living. We… Expand

Tables from this paper

Philip Kotler's influence in the Soviet Union and Russia
Purpose – The purpose of this paper is to document the first major step in the dissemination of modern marketing knowledge in the Soviet Union, the publication of a heavily censored, translated,Expand
Russia's struggle with the language of marketing in the communist and post-communist eras
The 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 marketingExpand
Marketing in the late Soviet garment industry
Purpose This paper aims to study the Soviet state-owned enterprises that were producing ready to wear clothes, engaged in activities that are traditionally associated with “capitalist” marketing andExpand
Special Issue on the Globalization of Marketing Ideology
One of the most pervasive forms of globalization in the past six decades is the globalization of the socio-organizational concept of ‘‘marketing.’’ More than the idea of ‘‘finance’’— whoseExpand
Special Issue on the Globalization of Marketing Ideology: Journal of Macromarketing, 2013
One of the most pervasive forms of globalization in the past six decades is the globalization of the socio-organizational concept of “marketing”. More than the idea of “finance” – whose globalizationExpand
Historical research in marketing theory and practice: a review essay
Abstract This paper reviews 30 years of interdisciplinary scholarship that deals with marketing history or the history of marketing thought. We have ranged across the humanities and social sciencesExpand
Parallel universes and disciplinary space: the bifurcation of managerialism and social science in marketing studies
The field of marketing studies embraces a striking contradiction. On the one hand, it originated in a spirit of critique and dissent which has since been manifest in a rich, diverse and fiercelyExpand
Competition as a Means of Systemic Modernisation in State Socialism
Abstract This essay discusses modernisation from the point of view of the reformist drive to create increased opportunities for consumption in state socialist society from the 1960s onward. WithinExpand
Forgotten classics: Advertising in a Free Society, by Ralph Harris and Arthur Seldon (1959)
Purpose – The purpose of this paper is to review Advertising in a Free Society – a defence of the advertising industry – by Ralph Harris and Arthur Seldon, and to evaluate its status as a justifiableExpand
Groceries Retail Prices Monitoring as a Tool of Socially Oriented Marketing in Russia
Marketing in the social products sector has peculiar features. The low marginality in this group of products is compensated to trading companies by the preferential treatment of the government and aExpand
...
1
2
...

References

SHOWING 1-10 OF 38 REFERENCES
Soviet and Post-Soviet Area Studies
The essay traces the origins and development of Soviet area studies from their inception in the early 1940s to the present. The first part examines the institutional framework and the funding sourcesExpand
Cold War in the Kitchen: Gender and the De-Stalinization of Consumer Taste in the Soviet Union under Khrushchev
  • S. Reid
  • Political Science
  • Slavic Review
  • 2002
Consumption, a key issue in the study of post-Soviet culture, was already a central concern during the Cold War. In the late 1950s and early 1960s, the Khrushchev regime staked its legitimacy atExpand
‘Revolutionary Bolshevik Work’: Stakhanovism in Retail Trade
In mid-November 1935, Serafima T. Borisova was awarded a thousand-ruble bonus and a portable gramophone in recognition of her accomplishments as a Stakhanovite labor hero. Unlike Aleksei Stakhanov,Expand
Marketing Management: Analysis, Planning, Implementation and Control
I. UNDERSTANDING MARKETING MANAGEMENT. 1. Understanding the Critical Role of Marketing in Organizations and Society. 2. Building Customer Satisfaction Through Quality, Service, and Value. 3. LayingExpand
The Conference on Security and Co-operation in Europe : analysis and basic documents, 1972-1993
Preface. List of Abbreviations. Brief CSCE Chronology. Two Decades of the CSCE Process: From Confrontation to Cooperation A. Bloed. 1. Introduction. 2. The CSCE Process: Its Origin, Development andExpand
고객과 지식 Marketing
Rapidly increasing global competition, emergence of new markets, and technological advancements make today’s marketplace a highly dynamic and challenging environment for companies. EffectiveExpand
Varangian-Rus Warrior-Merchants and the Origin of the Russian State
Kievan Russia, the "mother" of present-day Russia, was an agricultural and commercial state centered in present-day Ukraine. The emergence of the Kievan state was linked to the Varangian-RusExpand
Kotler’s Marketing Management in the Soviet Union
  • 2004
Gulag: A History
...
1
2
3
4
...