Discusses the effects of the Web on marketing practices. Introduces the concept and theory of relationship marketing. The relationship network concept, which typically is only applied to the business-to-business market, is discussed within the business-to-consumer market, and a new relationship-building model for the Web marketplace is proposed. Components and stages of the relationship-building model are described, and challenges and guidelines for e-retail marketers are outlined. (Contains 28 references.) (AEF)