Caught in an episode of Common Law, cop says of a contractor that he builds malls. The contractor objects mildly:
The marketing people prefer to call them open-air retail centers.
(Plenty of ghits. Open-air retail markets can also be found.)
Mall is the common ordinary-language term, and that’s probably why some marketing people don’t like it: it’s too informal, unserious, down-market.
(Earlier posting on mall semantics here.)