The marketing in the activities of shopping centers
The article shows the development trends of shopping centers, analyzes the content side of the concept of «shopping center», notes the absence in the definitions of the concept of an emphasis on the marketing component of the activities of shopping center management, which is a prerequisite for successful interaction with the target segments of shopping centers - tenants and visitors. The largest shopping centers of Samara are characterized and their lack of a holistic concept and clear positioning is noted, which complicates the choice of consumers and does not contribute to the growth of their loyalty. The marketing activities of the Barn shopping complex are analyzed, the necessity and advantages of developing and using a new means of promoting the organization and its services, a mobile application for smartphones, are shown.