E-marketing involves conducting marketing activities virtually using interactive computer-assisted systems. Indeed unheard of around twenty years ago, this fairly new field is of interest to many organizations around the world. Huge multinational corporations, government agencies and other different businesses have come to position electronic marketing as an essential strategic tool. Today, many large, well-built companies such as IKEA combine their Internet approaches with their more traditional marketing efforts, while some relatively new companies have launched. While Amazon and Egg have opted more or less exclusively for electronic marketing approaches, using all the new technological tools such as ATMs, retail kiosks, email and iTV, d Countless organizations and institutions are turning to electronic marketing strategies across the world. The concept of e-marketing is advantageous enough as it is faster, more efficient, smarter and much cheaper than other marketing mechanisms. Furthermore, e-marketing is the field that leads to rapid results, enabling complex calculations such as demand analysis and market development. Accessing new market segments and gaining trust and loyalty from existing customers through product quality and price is mainly due to e-marketing campaigns. For marketing, the effect of the Internet has led to major changes in corporate culture; the classic hierarchical model of leadership has disappeared, has radically changed the relationships between partners and lack of economic cycles. The Internet allows companies to increase and strengthen their market presence, provides opportunities for market development and increases sales, improves services for customers, allows companies to modify a potential customer...... middle of paper ......ition, Harlow, England: Financial Times/Prentice Hall2. Whitely, D (2000), e-Commerce: Strategy, Technologies and Applications, Maidenhead: McGraw-Hill3. Chaston, I. (2001), Electronic Marketing Strategy, Maidenhead: McGraw-Hill4. O'Connor, J. and Galvin, E. (1998), Creating Value through Electronic Commerce, London: Financial Times/Pearson Education5. Peppers, D., Rogers, M. (1997), Enterprise One-to-one, New York, NY: Doubleday6. Windham, L and Orton, K (2000), The Soul of the New Consumer, Oxford: Windsor Books7. Jobber, D (2001), Principles and Practice of Marketing, 3rd edition, Maidenhead: McGraw-Hill8. Nicovich, S., Cornwell, TB (1998), "An Internet culture?: Implications for Marketing", Journal of Interactive Marketing, John Wiley & Sons reprinted Internet Marketing: Readings and Online Resources, by Richardson, P. (2001), New York: McGraw-Hill International.