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Modern Mall’s Promotion Quality Evaluation and Comparison Analysis

Author(s): Deran ZHANG | Jing XIANG | Dongdong ZHANG

Journal: International Business and Management
ISSN 1923-841X

Volume: 3;
Issue: 1;
Start page: 197;
Date: 2011;
Original page

Keywords: Modern mall | Promotion quality | Comprehensive evaluation | Evaluation components | Evaluation model

Modern mall’s promotion quality in its wide sense refers to the actual level of consumers’ active purchasing as a result of mall’s promotion that involves convenient, complete, and safe visible facilities as well as friendly and warm invisible service. In the light of the components of modern mall’s promotion quality, the author established a comprehensive quantified evaluation model that can provide a mall with promotion quality evaluation and multi-malls with promotion quality comparison analysis.Key words: Modern mall; Promotion quality; Comprehensive evaluation; Evaluation components; Evaluation model
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