However, in the recent decade or so, marketing has been transformed in ways that marketers in the 20th century could not have imagined with the emergence of digital and mobile media as well as social media.
While the introduction of Television and associated advertising and sales was the first wave of innovation and the early computer driven selling was the second wave of innovation, the advent of enhanced digital media and the convergence of social media and Smartphones can be thought of as the third wave of innovation that goes far beyond the realms of traditional marketing.
To see how this works, marketing is no confined to specific geographies anymore. Anyone with a computer and an internet connection and a credit card can shop for products anywhere in the world anytime of the day and everywhere in the world and every time they feel like shopping.