The Marketing Practitioner’s Guide to Shopping Centre Marketing
Au$79.95
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Author: Julia Zivanovic
Publisher: Know l’edge
Stock 9
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Detailed description:
Shopping centre management has become a profession which requires specialised knowledge and experience. In this book, Julia Zivanovic shares her expertise as a successful strategic marketer. She provides an insight into marketing processes and strategic thinking, and illustrates the considerations which need to be taken into account by marketing executives and centre managers.
Topics include conducting a marketing audit; undertaking market research; understanding consumer behaviour; creating asset plans; marketing plans and media plans; and developing events and sales promotions. The book addresses the relationship between the centre manager and retailers, confronting managers with the question: "Can you honestly say the effort has been made, or do you shirk away from retailer contact and think it would be so much easier without them?"
Readers should bear in mind that many of the discussions in the book require basic understanding and knowledge of marketing concepts and methodologies.
The most enjoyable parts of the book are where Zivanovic shares stories from her past experience and criticises both old concepts and new trends such as deviating from the right tenancy mix in order to make a quick profit. Intended as a handy reference, the book includes some useful templates such as a budget worksheet, an example questionnaire for customer research, a marketing plan, a promotional calendar, an asset plan, a media release, strategic planning tools, a research brief and a creative brief.
Reviewed by Nati Harpaz, business development manager, Octomedia
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