In the midst of many trends taking place at this historic moment – such as deregulation of industries, privatization of state-owned enterprises, geographical diversification of powerful companies and massive destruction of small ones – “there are two forces that are shaping today’s economic landscape: information technology and globalization” (Kotler 1999). By “shaping”, we mean that we are learning to harness them, to learn from them and to channel them. They are taking form, and we are trying to contribute in a small way forming them. Today, the marketplace concept has changed. Customers no longer need to move to where products are sold. They are now making the rules from the intimacy of their computers.