Marketing shopping centres: challenges in the UK context

Examines the marketing task facing managed shopping centres in the UK. The industry has generally been reluctant to fully embrace the marketing concept and this needs to change as competition increases. Defines the marketing task and identifies considerable challenges in the UK context. The marketing mix is examined, utilising a new framework (which is proposed as a useful analytical and management tool) and constraints are discussed which arise from both the nature of the shopping centre service itself and traditional industry practices. Problems with resourcing, information, knowledge and attitudes at the coal‐face of active centre marketing are found to be working against effective marketing practice. Draws on literature and a series of exploratory interviews with managers involved in shopping centre management and marketing.