SANTOS, H. O.; http://lattes.cnpq.br/7940644275457732; SANTOS, Hannah de Oliveira.
Resumo:
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.