The internet has established a leading position among information and communication media over the past few decades. Having an online presence has become an absolute necessity for successful businesses, regardless of their size. Additionally, the number of internet users is continuously increasing, and technological as well as legal developments enable a wide range of economic activities in the global network.

Besides the classic goals, such as presenting information about products and services to as many interested parties as possible, the internet has contributed to increased market transparency, leading to intensified competition in many industries.

The business relationships between customers and companies have significantly changed due to the heightened competitive situation and increasing cost pressure. The traditional view, known as transaction-oriented market engagement, where customers are categorized and addressed into unknown segments, has lost importance. The primary goal was to achieve the highest possible number of purchases from unknown buyers. However, personal relationships and contact between customers and providers have proven to be much more successful.

This book addresses the trends and opportunities through which companies can establish lasting relationships with their customers using various tools over the internet.