ANALYSIS OF THE EFFECTIVENESS OF THE POSITIONING STRATEGY OF THE SHOPPING CENTRE
In the article was considered analysis of the effectiveness of positioning strategies of a large shopping center (Perm).The author was describes of the theoretical bases of the issue, was noted the complexity of features and implementation of the strategy in practice. The analysis of the competitive environment with the assistance of experts, highlights the key factors of positioning were valued, resource consumer shopping center was estimated. Measures have been proposed that will change the location of the rented premises to make them attractive and effective for promoting products and services. Marketing activities and the development strategy the shopping center in the short term was developed.