Abstract
Since the last few decades, the development of new technologies concerning communication and the emergence of new economies has modified well known economic models. We could say that the world is becoming a global village and the competition is increasingly stronger. A lot of markets are now either mature or overloading. The competition does not depend on market share conquest anymore; the difference between companies can be seen concerning customer relationship and strong relationships between customers and companies. Thus companies do not just want to sell a product, but they want to create a sustainable relationship with specific segments of the market. We also notice that customers' expectations are rising and they are more willing to buy a product sold using "one to one" marketing and the internet seems to be a great opportunity inasmuch as it provides the opportunity for continuous face to face interaction through e-mails and publicities.
