The concept of “Permission Marketing” isn’t new; in fact, Seth Godin’s 1999 book about “turning strangers into friends and friends into customers” seems remarkably prescient in today’s age of “Friending,” “Liking,” and “Following.” Godin told the (then e-mail-dominated) interactive industry, “By talking only to volunteers, Permission Marketing guarantees that consumers pay more attention to the marketing message. It serves both customers and marketers in a symbiotic exchange." In the past few years, the term globalization has been used to describe an unprecedented cultural, economic and political phenomenon that has fundamentally changed the world. With faster intercontinental travel and almost instantaneous communication technologies, societies, economies and individuals have become more interdependent than ever before.