ABSTRACT
Th is chapter begins by discussing the importance of building eff ective relationships with the various stakeholder groups both internal and external to the business. It then focuses more specifi cally on how ebusiness can assist this process in terms of managing data for personalisation and loyalty building campaigns. Finally, the chapter examines how the technology allows customers to interact with each other in order to build communities of interest or resolve particular queries, hence raising their level of trust with the business concerned.
