| Summary: | In this dissertation, the reader gains an insight into the principles involved in the marketing of shopping centers. Chapter One introduces the reader to the types of shopping centers and gives a brief outline of the development of shopping centers in Malaysia. Subsequently, Chapter Two expounds the fundamentals of modern marketing in general. Chapter Three dwells upon the development of shopping centers while market analysis makes up Chapter Four. The main features of shopping centers are included in Chapter Five. The price system, which is so related to the supply and demand function, is discussed in Chapter Six. Chapter Seven then, looks at the sale and leasing side of marketing. In Chapter Eight, the emphasis is on market research. The need for promotion in marketing is then discussed in Chapter Nine. Case studies involving Kuala Lumpur Plaza and Wilayah Shopping Center are studied in Chapter Ten. The final conclusion is found in the last chapter, that is Chapter Eleven.
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