Cidade e mercado: influências do marketing na urbanização de Maceió de 1965 a 1995

Abstract

City and market are notionsthat are hard to harmonize. In the Federal Constitution of Brazil - 1988, the rights to the city and housing were incorporated as guarantees for all citizens. However, in a process that begins with experiences in the period after World War II (1939-1945) and reaches its maturity from the second half of the 1980s, increases the importance of the market as a mechanism that regulates people's access to goods and services. In Brazil, in a context in which residential property and urban spaces are produced and considered as products or commodities from the creation of the Sistema Financeiro da Habitação in 1964, it becomes significant to understand this process of urbanization which, being based on market rules, causes the exclusion of citizens who do not have the resources to participate as consumers. The case of Maceió becomes significant, because between the 1960s and 1990s, the city reached growth rates higher than those achieved by Brazil and the Northeast, which resulted in greater competition among the inhabitants for the occupation of areas of the city, as well as among the agents of the real estate market by the segments of consumers of real estate products. And it is against a backdrop of fierce competition makes organizations to use more and more marketing techniques and knowledge. Alongside this, this master’s dissertation proposes to approach the real estate production of the city of Maceió, between 1965 and 1995, by one of the most important marketing tools, the advertising of the companies and agents that makes up the real estate market. The advertisements were collected in two communication vehicles, the Newspapers Gazeta de Alagoas and Jornal de Alagoas, in a sampling process that made it possible to obtain projections on the behavior of real estate agents of the time frame and weave projections on layers every five years. With the information collected in the ads, statistical data and location maps of the real estates were generated to emphasize what was most announced in the advertisements. Among the conclusions obtained in the study carried out are the confirmation of the appropriation of the most valued areas of the city by the real estate agents and by the more affluent population due to the provision of infrastructure and proximity to valued natural landscapes. As opening for a future work, there is the availability of ads that were that were filed in the newspaper’s libraries and the provision of a new method of studying the city, based on advertising, which could be applied in other specific cases.