by Check Suk-Han & Lee Pak-Hang, Gordon. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaves 91-92). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.v / LIST OF ILLUSTRATIONS --- p.vii / LIST OF TABLES --- p.ix / ACKNOWLEDGEMENT --- p.x / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Objective --- p.3 / Approach --- p.4 / Chapter II. --- LITERATURE REVIEW --- p.6 / Database Marketing and the Loyalty Ladder --- p.7 / Building the Customer List --- p.11 / Segmentation of Customer list --- p.13 / Planning the Database --- p.21 / Using the Database --- p.25 / Managing the Database --- p.27 / Chapter IV. --- CASE STUDY --- p.29 / Background --- p.29 / Analysis --- p.30 / Designing the Database --- p.31 / Phase One - Building up the Customer List --- p.32 / Phrase Two - Enhancing the Database to Improve Customer Relationship --- p.38 / Phase Three- Analysis the Business --- p.41 / Impact to Current Business --- p.50 / Changes in business operation --- p.50 / Budget for Hardware/Software Requirement --- p.50 / Functional requirements --- p.51 / Managing the Database --- p.59 / Chapter V. --- THE CASE STUDY REVIEW --- p.62 / Facing Challenges --- p.64 / Fear of Change --- p.64 / Increased Workload --- p.64 / Limited Resources --- p.65 / Increased Costs --- p.65 / Lack of Skills --- p.65 / Difficult to Justify the Cost and Benefit --- p.66 / Changing Image --- p.66 / Recommendations to the Bookstore --- p.67 / Chapter VI. --- CONCLUSION --- p.68 / Limitations --- p.69 / Future Directions --- p.71 / APPENDIX --- p.73 / BIBLIOGRAPHY --- p.91