Phillip Kotler

More than one third of consumers who have Internet access in their homes claim to have used Internet as a medium for their purchases. It is one of the four paradigms of marketing, according to Phillip Kotler, a company should choose as a base for the implementation of a strategy.Result of the application of technologies of information for traditional marketing since then, emphasis that both for businesses as for consumers who participate in electronic business, security is an important issue. Many consumers are hesitant to buy items over the Internet because they do not trust that their personal information will remain private. Recently, some companies that do business online have been found giving or selling their own customer information. Several of these companies have guarantees on their websites, claiming that their consumer information will remain private. To sell the information from these companies clients break their own privacy commitments, published in their web sites. Some of the companies that buy this information allow users to be removed from the lists.

However many consumers are unaware that their information is being shared and can not stop the transfer of information between companies. Security issues are of great importance and online companies have been working hard to create solutions. Data encryption is one of the main methods for dealing with the problems of privacy and security on the Internet. The encryption can be defined as the conversion of data in coded numbers. These figures cannot be easily intercepted unless an individual is authorized by the program or the company who performed in encryption. In general, how much stronger encryption, is better is protection of data. However, the better the cipher code, more expensive becomes data encryption. Very interesting in this advance, this brings Paul Fleming in talk of the marketing interactive, having in mind the 4 F s of marketing on the Internet would be: flow: according to Fleming, flow is the mental state that enters an Internet user to dive into a website that offers an experience full of interactivity and value-added functionality: If the customer has entered in State of fluxIt is on track to be captured, but that the flow of the relationship is not broken, is giving the presence on-line functionality, i.e.