INTERNET-MARKETING AS AN INSTRUMENT OF RELATIONSHIP MARKETING IN SHOPPING CENTERS’ INTERACTION WITH BUYERS

V.V. Nikishkin () and V.V. Tsimbaev ()
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V.V. Nikishkin: Plekhanov Russian University of Economics
V.V. Tsimbaev: Plekhanov Russian University of Economics

Annals of marketing-mba, 2019, vol. 3

Abstract: Integration of relationship marketing into a system of management of shopping centers is suggested. Concepts of relationship marketing and loyalty are explained. Management circuits of buyers and renters of a shopping center is presented. Internet marketing is suggested as an instrument of relationship marketing for shopping centers (the buyers’ circuit). The definition of relationship marketing is given, the differences between it and marketing based on traditional technologies are explained, its elements are observed.

Keywords: shopping centers; malls; relationship marketing; internet marketing (search for similar items in EconPapers)
Date: 2019
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