Marketing counseling at shopping center design (investigated at the sample of Kocaeli city center)

During the days, that we enter the 21 century, we can talk about a process of change all over the world. The increasing of population, economical changes, the development of techrology, the changes of socral life, the changing conditions of transportation and settlement, the change of life styles and standarts are caused the increase of shopping fact at world market. With the changing shopping fact, people?s shopping habbıts and demonds are changed, the quick change in the social life effects the basic shopping centers and this brings changings at these centers.Cause of the changings at life styles and consumption habbıts with all these developments, consumer charecteristics, shopping habbits and even retail business sectors are changed. At the present day, the shopping centers which includes emporiums and retail dealer, have to create new strategies to continue this togetherness, to have more customers, to provide comfortable centers and to protect the well going systems. The working logics of the shopping centers can be explained as rationalism and fascination.The relationship between rationalism and fascination, clarifies the difficulty of shopping centers, having too many customers and keeping them. Rationalism, provides the system works rationally but it helps to have a cold, dry and away from excited atmosphere. However fascination has the responsibilty of making these residences more attractive and magical.The location of the shopping centers inside the cities and the meaning and the size of being organized, during the desing of these residences, it is ought to have an investment-marketing advisor with not only on architecture or an engineer.In this study, going into service of a shopping center by the name of marketing adviser with the correct criterias, in order to continue its success, from choosing the place to planning and managing of it is described one by one and finally the study is supported by the open space search at Kocaeli city center.Keywords: shopping centers, rationalism, fascination, marketing consultant