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The success or failure of one shopping center can be seen from the occupancy
rate by tenants, and
visitors’
traffic,
which
tend to
increase steadily
from year to
year
to
the
shopping
center
for
shopping.
The
tight competition
in
the
property
market,
especially
in
the
retail
market
sector
(shopping
center),
and
the
shopping
center
growth
rate
which
is
not
followed
by
the
growth of demand to the shopping center,
makes shopping center try to implement marketing strategy in order to survive in the
competition and expand its business development.
2.2 Defining Marketing
The
above
factors
caused
the
management of shopping center put a lot of
efforts in thinking and finding the right strategy to be implemented in order to retain
the
existing
tenants,
invites
the
interest
of
new
tenants
to
rent
space
in
shopping
center, and also generates visitors traffic to come and shop in the shopping center.
Problems which is facing by the shopping center in surviving its existence and also to
expanding
its
business
landscape
is
not
far
away
from the
marketing
aspects.
Marketing could be defined as follows:
“The
process
of
planning
and
executing
the conception, pricing, promotion, and
distribution of ideas, goods, and services to create exchanges that satisfy individuals,
organizations, and society.”
(Dalrymple, D.J and Parsons L.J, 1995, p.2)
Armstrong
and
Kotler
(2005,
p.6)
also
defined marketing as “a social and
managerial process by
which
individuals and groups obtain
what
they need and
want
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