Check the inbox messages from your cell phone and there you will find the relationship between marketing and new information technologies. Keywords: consumption, needs, information technologies. Key words: consumption, necessities, technological informatics. INTRODUCTION the individualistic canon presents with a consideration from the theoretical system that explains the behaviors and characteristics of individuals in a social environment and is marking a clear concept of methodical individualism, this methodical individualism expressed as the individuality of being at the moment of consumption, we can describe it occurs clearly in macroeconomic theories of demand. In the overall economic system for more than fifty years is marked a clear trend that the rational consumer behavior and its sovereignty was a formulation and management of macroeconomic theories, this theory emerged in the final decades of the 19th century, there was assumed the replacement of the conception of the work by the utility and value began to be indeterminate a good capacity to meet human need. The theory was that men who had an aptitude for producers, began to be analyzed with two different connotations being separated in the individuality of self and objects finishes as satisfiers of needs, here is where you can see the process of study behavioral of man as a consumer and that analysis of the man within a space of social consumption. With the marginalist theory, establishing a formalist construction and sobrematizada where he was associated with the consumer in an environment where the market acted articulated and all those economic agents optimised its benefits offered to maximizing the benefits of relationship between organizations and benefits for each individual consumer who in the end are expressed as your satisfaction. Provided that there is a need, satisfaction becomes a potentiation of individual consumption that tends to an increase and maximization of its usefulness, relationship that is presented today as the acquisition of object and object utility, there is where the principle of rationality of homo-economicus, which is demanding and seeking a satisfaction higher it is presented again owner absolute decisions of purchase and use. Educate yourself with thoughts from Jorge Perez.