ABSTRACT
In most Western countries malls have gradually become the dominant shopping location for much of what we buy. At the same time malls have become more competitive with each other and now use a variety of extra methods including promotions and entertainment to capture the highest market share (see Sit et al., 2003). As with other chapters, we continue to draw upon an understanding of conventional retailing in order to guide e-retailing businesses. So initially we need to identify the key principles that are important in conventional mall marketing and management. From this benchmark we can then draw lessons for e-malls.
