The Influence of Western Concepts on Russian Marketing Theory

As part of modernizing their economy, the Russians appear interested in learning about and adopting western business techniques. Attesting to this concern has been the recent publication of quite a few western- and Russian-authored marketing books in the Russian language. Western and Russian concepts of marketing are compared, and the content of western marketing books in Russian translation is examined. It is explained how discrepancies between the original-language and Russian-language texts due to editing, and also distortions in translation, sometimes mar the proper understanding of western marketing concepts. In a review of current Russian marketing theory, it is suggested that the legacy of the Soviet period, current Russian conditions and the inexperience of Russian managers in western marketing techniques have combined to maintain a pronounced product (rather than a market) orientation in Russian concepts of marketing. All the same, there is evidence that at least some Russian business people, either through western training or intuitively, have applied western marketing concepts to their businesses.