There are many concepts of marketing which are spawned by the Internet and its diverse applications. Some concepts are emerge from technically focused applications such as cross media marketing, some are focused in more strategic applications such as integrated marketing communication (IMC). Marketing is a process which depends on technical, economical and social progresses. A part of this process is the development of technology in general and in particular the development of technology in communication and digital media. Another aspect that we have to take into account is the fundamental importance of values in social relationships and the challenges which come from the discussion about globalization, the shortage of resources, global justice and the responsibility for living conditions of future generations. Beginning with a consideration of the evolution of marketing the following thesis will be researched and discussed in the seminar: