Chapter 5: Events and Sales Promotions.

Chapter 5 of the book "Shopping Center Marketing" is presented. It highlights the event and sales promotions as they are considered an important part of the annual marketing plan to boost brand recognition or achieve sales projections. Such promotions are believed to attract customers, boost sales, foster image development, create publicity, triggers tenant participation, assist the leasing effort, and provide positive value enhancement to the owner if they are successfully done.