International Marketing Strategies: How MTV, the Internet and a Changing Global Society Bring the World of Music Together.
As the concept of a "global society", or a "one-world nation" takes root, it can be argued that pop culture is at the forefront of the movement. American movies, music, TV programming and home video, now account for over eight billion dollars in revenue annually. Among the top moneymakers are Mickey Mouse, Madonna, Michael Jackson, McDonald's, Levi's jeans and Coca-Cola. One might wonder how two individual pop singers could find them on a list that includes some of America's strongest corporate icons. While they may represent the power of the American music industry overseas, Michael Jackson and Madonna are certainly not alone. Of the 20 billion dollars that the music industry earns annually, approximately 70 per cent of its revenues come from outside the United States. Clear evidence of a worldwide trend towards increasing demand for American music, including some genres such as Country and Western, and Urban Hip-Hop, that in the past may have been considered unmarketable overseas.
Pages: 10
Bibliography: 5 source(s) listed
Filename: 328 International Marketing Strategies.doc
