PRINCIPLES OF BUILDING A SUCCESSFUL MARKETING POLICY OF SHOPPING AND ENTERTAINMENT CENTERS OF UKRAINE AND THE WORLD

Abstract

The article considers theoretical and methodological approaches to the formation of effective marketing of shopping and entertainment centers (malls) in Ukraine. Today, there are a huge number of tools for marketing strategies and promotion of shopping and entertainment centers. However, the greatest effect is achieved by combining different marketing tools in the presence of synergy between the Management Company and retailers. A successful shopping center marketing policy is a coordinated and commercially sound set of measures. However, there is no single “recipe” on the basis of which it would be possible to build a universal marketing program for all malls. Against the background of global trends to reduce the popularity of offline trade, the search for effective marketing tools to promote retail facilities is becoming one of the top priorities of company executives. In addition, most tenants, who previously considered marketing primarily as an additional option and used it only sporadically when opening stores or in case of sales problems, also reconsider approaches and take a more active part in the activities of shopping centers. The principles of building a successful marketing policy of the mall are formed. The essence of the influence of trends in the development of shopping and entertainment centers on retail marketing in Ukraine is revealed. The importance of joint strategic marketing approaches for management companies and retail operators is noted. However, the importance and role of marketing mechanisms for the effective operation of shops and commercial real estate in general is taken into account. According to the results of the study, the main directions of development of marketing activities of the management companies of shopping centers in retail marketing are outlined. Examples of effective marketing solutions of the world’s leading shopping and entertainment centers are analyzed. Recommendations for the effectiveness of the marketing department of shopping and entertainment centers in the modern conditions of Ukraine have been developed.