Arquitetura e propaganda: o marketing na produção imobiliária por incorporação
This article aims to discuss some important points in the understanding of the logic behind the representation of real estate as a product, at a time when advertising is seen as a strategic tool in helping set prices and as an element to set new standards of use for those who buy this property. The...
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| Formato: | Online |
| Idioma: | por |
| Publicado: |
Universidade de São Paulo. Faculdade de Arquitetura e Urbanismo.
2004
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| Acceso en liña: | https://www.revistas.usp.br/posfau/article/view/43373 |
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| Summary: | This article aims to discuss some important points in the understanding of the logic behind the representation of real estate as a product, at a time when advertising is seen as a strategic tool in helping set prices and as an element to set new standards of use for those who buy this property. The intention of this study is to start a discussion of the cultural aspects of the real-estate industry, but under a perspective which allows a critical articulation with the specific aspects of real-estate output logic. |
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