The digital age has redefined globalization in the
marketplace. By providing easy access to information and by enabling e-commerce, the internet
has effectively perforated geographical market boundaries. More than ever before, marketers
are competing in a global setting. It is easier to communicate to a global audience and sell
to distant markets, and it is increasingly difficult to rigidly localize the marketing mix.
For an example on reaching a global audience across distant markets, consider
this book The Marketing Analytics Practitioner’s Guide. Whereas it’s physical
distribution is limited by several physical constraints, the online platform, MarketingMind,
which features content from MAPG, is accessible anytime, anywhere, and attracts users from
about 240 countries, on average per week.
