| Title |
The Planning Strategy of the Mixed-Use Complex using the Contextual Marketing |
| Authors |
Lee Ju-Hyun ; Lee Hyun-Soo |
| Keywords |
Contextual Marketing ; Place Marketing ; Planning Strategy ; Context ; MXD |
| Abstract |
The development of the mixed-use complex has changed the society and the economy activity with the human life style. Considering these changes, the mixed-use complex and the contextual marketing were discussed. This paper presents ways of interpreting the planning strategy of the mixed-use complex in association with the contextual marketing. This paper deals with the contextual marketing based on the social marketing and context(user, place, service, time) described in computer science. The research objective is to systematize the contextual marketing in environment and suggest a theoretical basis to embody the contextual marketing strategy planning the mixed-use complex. Especially, this paper focuses on the planning strategy of the mixed-use complex using the contextual marketing. Through these concepts, this research will suggest how to systematize, control and manage the planning context in the mixed-use complex. Finally, it is expected to offer a theoretical basis to embody the environment and apply an environment design connecting the contextual marketing. |