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through
creating
and
exchanging
value
with
others.
In
business
setting,
marketing
involves building and managing profitable exchange relationships with customers.”
From the above definition,
we
may conclude that
the objectives of
marketing
are
to
fulfill
the
consumers
need
itself,
both
from
the
tenant
or
consumer
point
of
view. Marketing especially can be shown as an effort to create, promote, and deliver
products
and
services
to
the
consumers
and tenants. One of the most challenging
aspects
in
managing shopping center
is to identify,
understand and
fulfill
the
needs of
consumers, merchants, and landlords continuously.
Marketing Mix could be defined as follows:
“The
set
of
marketing tools
the firms
uses
to
pursue
its marketing
objectives
in
the
target market.”
(Kotler, 2003, p.15)
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