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This book introduces a new General Shopping Center Theory approaching from a Product paradigm and Marketing as main field of science. The novelty lies in the paradigm shift from considering shopping centers a Place where retailers meet customers to viewing them as a Product of the real estate industry. The success of a shopping center depends on the strategic fit and coevolving of its composing elements as Product. This book gives detailed insights about these success factors and the dynamic relationships between them resulting in synergy sources, which can make or break a shopping center. A must have for those who wish to secure the success of their shopping center on the long term. As such, the book provides a solid theoretical foundation and serves as a guideline to industry practitioners, investors, developers, center managers, retailers, researchers, academic faculty and students. It provides an interesting read to anyone seeking to better understand the world of shopping centers.

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Melinda holds a Ph.D. from the Corvinus University of Budapest with research in Shopping Centers. She acts as Country Manager in Romania for S+B Gruppe AG (Viena, Austria), working in real estate development across the country and abroad since more than a decade. She is associate lecturer for Retail Channels at Babes-Bolyai University Cluj-Napoca.

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