International Marketing Strategies for a Cultural Service

Abstract

The role of culture in international marketing strategies for a widely traded cultural service, television programming, is examined. The focus is on how non‐US television programme producers can exploit opportunities in the foreign marketplace by adopting a marketing approach that analyses the needs of foreign buyers and audiences in terms of the options available for segmenting the market. One approach is to identify a cross‐national segment where the producer possesses a competitive advantage. Another is to offer customised attributes desired by viewers in a major foreign market. An international coalition helps assure this. Paradoxically we find that this strategy may not always be inconsistent with standardisation.

Citation

Hoskins, C. and McFadyen, S. (1991), "International Marketing Strategies for a Cultural Service", International Marketing Review, Vol. 8 No. 2. https://doi.org/10.1108/02651339110145117