Desarrollo de Plan de Marketing para Centro Comercial en el Interior de la Argentina.

The article develops the process of creation of a marketing plan for a shopping mall, in the city of Resistencia, Chaco Province in Argentina. By having a marketing plan, it allows to detail the actions accordingly to reach the proposed objective: achieve the desired positioning in the consumers' mind. Such a commercial enterprise is the first of its kind in the urban district, and for this reason to generate shopping habits in a shopping center is a challenge to be faced. [ABSTRACT FROM AUTHOR]