The Marketing Practitioner’s Guide to
Shopping Centre Marketing
By Julia Zivanovic. Published by Know l’edge, Western Australia, 2006. 222 pages. RRP $79.95 (pb). ISBN 0 9775086 0 9.
Order from: www.knowledgesolutions.com.au
Mum, my school shoes have holes in them! It’s Sunday afternoon, raining, and now you need to get some new shoes for your kids so their feet stay dry. How do you decide which shopping centre to go to? A specific shoe store? Lots of shoe stores? Parking? Cleanliness? And so the list goes on – welcome to the life of a shopping centre marketer.
' The Marketing Practitioner’s Guide to Shopping Centre Marketing' is a practical book based on the personal experience of Julia Zivanovic. Zivanovic has more than 18 years of marketing experience in the United States, United Kingdom and Australia. She has worked for organisations such as Coles Myer, Colonial First State, the Western Australian and Northern Territory governments, and various law firms.
Zivanovic took over the marketing role for a declining regional shopping centre in Western Australia and was able to use her strategic marketing knowledge to create a turnaround.
The book is specifically targeted at shopping centre marketers and it provides an excellent framework based on Zivanovic’s experience. I believe that any shopping centre marketer would benefit from reading the book and using the framework to either develop or review their marketing strategy.
Clearly, the book is based on Zivanovic’s one shopping centre experience and this must be taken into consideration. I suggest, though, that much of the value comes from the real-life ‘style’ as Zivanovic leads you through the implementation of a shopping centre marketing strategy. The final chapter is her real-life case study.
I found the book easy to read and well laid out in short sections with a logical sequence and an informal style. You can also go to specific sections and understand the author’s concepts without having to read the whole book.
'The Marketing Practitioner’s Guide to Shopping Centre Marketing' comes with a resource CD and would be a valuable addition to a shopping centre marketer’s library.
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