The Italian bank's concept of the internet. A compared analysis with Europe and USA.

If in the sixties it was sufficient to well manage the basic principles of mass marketing, nowadays, with the achievement of the centrality of individuals and the supremacy of consumer, a business’ trump card is innovation and quality of product service. It comes out the necessity to use instruments able to build and hold a relationship with evolved, participating customers, who show still more sophisticated expectations in services’ quality and supply’s flexibility. We cannot but see in the Internet a fruitful ground for the development of the above mentioned relationship. All these elements, together with the theme of orientation to the customer shown by banks’ web sites, will be discussed in the following article and will lay the foundations to the analysis and comment of the data got out of the formulation and implementation of a four-year observation of the financial field in Italy, Europe, Russia, United States and Canada.