Management of Events/Promotions at DLF City Center Mall,Gurgaon

Abstract

MALL MANAGEMENT has emerged as the single most differentiating factor in today's scenario where the numbers of malls are multiplying (Malls in India, 2005). The need of the malls to differentiate themselves is a sure way of emerging as a winner and this positioning is ensured through mall-management. Mall-management is all about differentiating mall from the rest, getting maximum footfalls, converting the footfalls to purchase and keeping the footfalls and the tenants happy and satisfied. It strives to provide an entire consumer spend basket to make the mall a happening destination besides also creating and maintaining the adequate infrastructure. Right from the tenant mix, ensuring the creation of right ambience, cleanliness that creates customer satisfaction, managing various income-streams for the developer, the role of mall-management is complex and dynamic (Asif Zameer, 2006). One of the key functions of mall-management is Event Management (Malls in India, 2005).