Marketing Practices of a Shopping Center

This book reports on an assessment of the effectiveness of the marketing practices employed by P & F Mall in Legazpi City, Philippines. It covered the four P's of the marketing mix, namely, product, price, place and promotion. It used the descriptive research method employing a questionnaire-checklist and surveyed the customers of the mall in the different sections. As a shopping center, P & F Mall employed a variety of marketing practices and was found out that there were overwhelming strengths than weaknesses. Recommendations were forwarded to address the weaknesses and enhancement strategies were also designed. This book gives empirical findings which have significant implications to big retail businesses in the trade industry. Business practitioners, academics, students and the general public may benefit significantly from this book.

Autorentext

Originally from the Philippines, Dr. Bernaldez is currently a professor at the Dongguk University Department of Public Administration in Gyeongju City, South Korea and on leave from the Aquinas University Graduate School, Philippines. He is a Doctor in Political Science and Doctor in Business Administration and holds four Master's degrees.