- Title
- An investigation of the expectations held by retail tenants with regards to the internal marketing function performed by their shopping centre landlord
- Creator
- Bosman, Jiminy-Ann Ashurde
- Subject
- Shopping centers
- Subject
- Retail trade
- Subject
- Stores, Retail
- Subject
- Consumer satisfaction
- Date Issued
- 2014
- Date
- 2014
- Type
- Thesis
- Type
- Masters
- Type
- MA
- Identifier
- http://hdl.handle.net/10948/3725
- Identifier
- vital:20458
- Description
- While much has been written about retail stores and the retail environment, franchises and organisational marketing, not much can be found on “host” organisations such as shopping centres and their role within the marketing mix. A unique disparity exists within shopping centres in that not only are they an organisation with their own brand identity and culture, but they also play host to numerous retailers and franchises with very clear brands and messages of their own. The question that is often posed to the landlord is therefore whose message or what message is the correct one to market to the common consumer-base targeted by both the shopping centre (landlord) and the tenant (retailers). When considering this, it is important to understand that a symbiotic relationship exists between landlord and tenant within shopping centres in that if a tenant is successful this will result in greater rentals for the landlord and if the landlord’s property is successful, i.e. popular, this will result in greater revenue for the tenant. Both parties therefore actively engage in marketing of their businesses and whilst the message is often noticeably different, what is unique is that this is often to the same consumer-base. Tenants in many shopping centres contribute towards centre marketing expenses as part of their lease agreements and as a result have certain expectations in terms of what message is being marketed. Shopping centres varying in size and tenant numbers make the landlords marketing role that much more complex and often generic messaging is employed to umbrella the wide offering available. This study aims at investigating the expectations held by retail tenants of their shopping centre landlords through the internal communications function. Corporate communication theory as well as public relations theory was used as a grounding.
- Format
- x, 63 leaves
- Format
- Publisher
- Nelson Mandela Metropolitan University
- Publisher
- Faculty of Arts
- Language
- English
- Rights
- Nelson Mandela Metropolitan University
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NMMU School of Language, Media and Culture
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