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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 report on the 1976 founding of the Marketing
Section of the USSR Chamber of Commerce, and introduce eight early contributors
to marketing thought. With the coming of perestroika and the end of the
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Rossiiskikh Vuzakh?’ [‘The Evolution of Marketing in
Russia: Who is Teaching Marketing in Russian Universities?’]
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[Translation of
Kotler, P.
(1984) Marketing Essentials.
Englewood Cliffs, NJ: Prentice-Hall
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[Translation of
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11 Russian collaborators
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Uchebnoi Literaturi po Marketingu’ [‘The Evolution of
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