INTEGRATED MARKETING COMMUNICATION ACTIVITIES IMPLEMENTED BY SHOPPING CENTERS TO INCREASE PREFERABILITY: A CASE STUDY ON ISTANBUL
We come across shopping as a concept changing continuously since when people started to produce things. Changes regarding the concept of shopping activity also required changes to places preferred for shopping. Today we come across shopping centers, which are modeled after closed bazaars, as constru...
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| Formato: | article |
| Lenguaje: | DE EN FR TR |
| Publicado: |
Fırat University
2019
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/1627a2d7726b44b396a43755ca2c9ff1 |
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| Sumario: | We come across shopping as a concept changing continuously since when people started to produce things. Changes regarding the concept of shopping activity also required changes to places preferred for shopping. Today we come across shopping centers, which are modeled after closed bazaars, as constructions preferred by consumers "especially" for many reasons. Although there are various reasons for this preference the main ones are their modernity, variety and social spaces. These factors may affect consumers to head for shopping centers: the need for more consumption brought by an increasing population with continuous immigration to metropolitan areas, per capita income growth causing emergence of a mass who can be retail customers, easy access to shopping centers established around highways with the rapid expansion of private car ownership, ease of payment provided to consumers with credit cards. In short, it would not be incorrect to define shopping centers as modern, dynamic and vibrant wellness centers aiming to meet any requirements of consumers of this century. This research examines integrated marketing communication (IMC) activities implemented in shopping centers which influence domestic and external tourism. These activities which are implemented in shopping centers were evaluated on the basis of 5 shopping centers located in the most active/busy axes on Istanbul's European side. The study investigates IMC activity types, their preference, number of visitors and sales impact in relation to these shopping centers implementing them to increase their preferability by differentiating from their competitors. Types of activities carried out by the shopping centers in the research and their in |
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