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Author(s): Emília Malcata Rebelo
Title: Housing Cultures versus Marketing Strategies: What Evolution for Housing?
Issue Date: 2002
Abstract: In this paper it is made a literature review concerning the different inter-relatedperspectives of housing analyses: in social, urban, economic, ideological, sociologic andcultural ones. These theoretical facets are related to the ways housing can be managed: asa basic need, a product, a consumption place, a place where social relationships aredeveloped, a place of work, an investment and/or a patrimony asset.It is made a reflection about the alternative means of housing provision, as well as aboutthe interdependencies between the economic and social aspects of the roles deserved tostate and to the free market agents in the housing sector. Besides, there are analysed theeffects upon the housing markets of the emergent globalisation processes and the newtechnologies.Finally, i1t is presented a strategic marketing approach applied to the Porto city(Portugal) that takes advantage of the housing provision market structures, of theinterdependencies among the public and private agents, and of the globalisation processes.It assumes the municipal powers leadership of urban marketing, simultaneously assuringbetter conditions for the free market agents performance. It defines a urban marketingpolicy aimed not only to identify the specific housing needs, but also to organise therationale to give them the appropriate answer. Complementary, the real estate marketing isused to create symbolic housing representations, with architectural, environment andindividual equipment aimed to specific segments of population. It strongly reinforces theurban feelings of personal and social involvement, promotes a better quality of life, and isthe appropriate way to give special answers to particular housing needs.
Subject: Ciências sociais
Social sciences
Scientific areas: Ciências sociais
Social sciences
Source: ENHR International Research Conference on Housing
Document Type: Artigo em Livro de Atas de Conferência Internacional
Rights: restrictedAccess
Appears in Collections:FEUP - Artigo em Livro de Atas de Conferência Internacional

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