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Marketing imobiliário: uma abordagem preliminar do marketing mix no mercado de Londrina

Author

Listed:
  • Mario Nei Pacanhan
  • Cláudio Luiz Chiusoli
  • José Augusto Guagliardi
  • Luciane Maria Stahl

Abstract

The competitiveness that some economic sectors are going thru led the organizations to have a proactive action to face this new scenario. To do so, a market orientation and supporting tools had to be incorporated. The same happens within the Real Estate and civil construction sector. This research tries to identify how marketing tools can be used, specifically the marketing mix, by apartment building companies in Londrina - PR. Data from “Construbusiness” were collected as representative regionally and nationally. Real Estate marketing literature was reviewed with emphasis on consumer behavior and strategic marketing in relation to the marketing mix. An exploratory qualitative research was performed thru questionnaire, historical research and observation, showing the ideal way to develop studies in Real Estate marketing.

Suggested Citation

  • Mario Nei Pacanhan & Cláudio Luiz Chiusoli & José Augusto Guagliardi & Luciane Maria Stahl, 2004. "Marketing imobiliário: uma abordagem preliminar do marketing mix no mercado de Londrina," LARES lares2004_marketing, Latin American Real Estate Society (LARES).
    • Handle: RePEc:lre:wpaper:lares2004_marketing
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    More about this item

    JEL classification:

    • R3 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Real Estate Markets, Spatial Production Analysis, and Firm Location

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