In addition to this advocacy of the

In addition to this advocacy of the apparent inevitability of glocalization, more recently a further strand of academic marketing debate has gained prominence, in which the geographic region has reemerged as a key concept, and ‘regionalization’ thus becomes seen as a process which mediates between the extreme poles of localization and globalization in marketing communications (for detailed discussion, see Fastoso & Whitelock, 2008).