O mercado imobiliário do Rio de Janeiro: o uso de novos ambientes coletivos como estratégia de marketing

Abstract

The purpose of this paper is to perform a critical reading about the real estate launches in the city of Rio de Janeiro in 2007. The new developments, designed with large common areas and with several leisure facilities, are small housing units, increasing the rate of the entrepreneur. It analyzes this new form of conception, with the creation of new spaces of collective use, as a marketing issue from the fetishization of collective life in residential condominiums to the detriment of small apartments sold. The object of study is the analysis of the Bora Bora enterprise, in Barra da Tijuca.