by Melwani Cheng Ngar Man Angela, Tang Wai Shan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 106-113). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / ACKNOWLEDGEMENT --- p.vi / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Background --- p.1 / Method --- p.2 / Chapter CHAPTER II --- LITERATURE REVIEW --- p.4 / The Emergence of Relationship Marketing --- p.4 / Definition of Relationship Marketing --- p.5 / Segmentation --- p.9 / Niche Marketing --- p.9 / Database Marketing --- p.11 / Frequency Marketing --- p.13 / Acceleration of the Evolution of Relationship Marketing --- p.14 / New behaviour: the challenges to brands --- p.16 / New media: the challenge to advertising --- p.18 / New technology: the challenge to distribution --- p.21 / Relationship Marketing in Industrial and Service Marketing --- p.23 / Relationship marketing in industrial markets --- p.24 / Relationship marketing in the service industry --- p.25 / Relationship Marketing in the Consumer Goods/Retailing Industry --- p.28 / Relationship Marketing vs Traditional Marketing (4 Ps) --- p.31 / Benefits of Relationship Marketing --- p.40 / Implementation of Relationship Marketing --- p.42 / Database --- p.52 / Loyalty Marketing Programmes --- p.52 / Relationship marketing involves everyone in the company --- p.61 / Dissolution of a Relationship --- p.62 / A Truly Caring Relationship --- p.67 / Chapter CHAPTER III --- RELATIONSHIP MARKETING IN THE AIRLINE INDUSTRY --- p.71 / Cathay Pacific Airways --- p.73 / Customer Loyalty --- p.74 / Dissolution of relationship --- p.79 / Evaluation and Recommendation --- p.81 / Evaluation of the Current Loyalty Marketing Programmes --- p.81 / Success Criteria --- p.82 / Evaluation of Relationship Marketing Efforts --- p.84 / Chapter CHAPTER IV --- CONCLUSION --- p.96 / APPENDICES --- p.98 / BIBLIOGRAPHY --- p.106 / REFERENCE --- p.108