Campanhas promocionais do Boulevard shopping Campina Grande- PB.

Abstract

We live in a very competitive market place due to constant changes in the consumer market. For organizations to survive you must use tools that provide advantages over competitors. In this context, we presented the concepts of marketing management, with emphasis on promotion, as a tool to drive sales of a particular company providing not only sales, but delivery of customer value. The objective of this study developed at the Boulevard Shopping Campina Grande - PB, is to identify promotional campaigns developed out by Boulevard Shopping. It reported that the most significant achievements that campaign were intended to increase the flow of customers, boost sales, induce potential customers to know their products and keep them, using both promotional tools, including sales promotion, events, merchandising and public relations. Highlighting also the constant use of the Marketing Cultural, Social, and Institutional Marketing Services, which contributed to the achievement of satisfactory results both as regards the institutional image of Shopping, and for their tenants. In this case study, unstructured interview, participant observation and documentary research were used as instruments to collect data through experience as an intern for 06 (six) months in referring institution. Thus, we conducted a survey of all data to be analyzed, considering the history from the Shopping Boulevard, campaigns, actions and events held in the period December 2008 to November 2009. It was concluded that the Mall, major shopping malls, that have everything, need the constant use of marketing communication, to create competitive advantage.