Marketing Practices of a Shopping Center

An Assessment of P & F Mall, Legazpi City, Philippines

ISBN: 978-3-659-26526-6
Verlag: LAP Lambert Academic Publishing

Buch, Englisch, 100 Seiten, Format (B × H): 150 mm x 220 mm, Gewicht: 168 g

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.

Autoren/Hrsg.

Bernaldez, Pedro

Africa, Francis

Über Autor(innen)

Pedro Bernaldez is Doctor of Business Administration and Francis Africa is Master in Business Administration. They were professor and student at Divine Word College of Legazpi, Philippines when this research was conducted. Africa was the main researcher and Bernaldez was consultant and content editor of the research paper.