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.
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