Standard Article

Digital Medium and Global Marketing

Part 6. International Marketing

  1. Venkatesh Shankar

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06014

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Shankar, V. 2010. Digital Medium and Global Marketing. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. Texas A&M University, College Station, TX, USA

Publication History

  1. Published Online: 15 DEC 2010


The digital revolution is transforming the business landscape and profoundly influencing marketing in an increasingly global environment. The digital medium and global Internet marketing strategy have direct and moderating effects on the impact of marketing mix decisions on firm performance globally. With regard to global product development, the Internet significantly influences the effectiveness and speed of new product development and its impact on firm performance. The Internet has an important role in the effects of both company- and user-generated communication efforts on firm performance. On the global pricing dimension, the Web allows more pricing transparency, while allowing firms to differentiate across countries. With regard to global distribution, the Web may serve as either a substitute or a complementary channel in different global markets and firms can improve performance in global markets by coordinating the Internet with other channels. In the future, rising Internet penetration and the surging growth of mobile media may change global marketing further. More research is needed to better understand the relationships among the Internet, mobile Internet, marketing mix decisions, and firm performance in the global context.


  • global marketing;
  • international marketing;
  • e-commerce;
  • Internet marketing;
  • strategy;
  • competition