O caminho do desenvolvimento urbano de uma cidade e suas funções sociais sendo o marketing uma ferramenta de mudança

Abstract

Current urban development models have created concentration of income and power and the speed at which space is occupied in cities has contributed to social and spatial segregation, irreversible impacts on the environment, favoring real estate development over human development, impacting on mobility and weakening its own infrastructure. The city has become a profitable business driven by public policies and marketing strategies. This is a marketing and society study with the objective of understanding the impacts and effects of urban development on the well-being of the population with exploratory research with a qualitative and interpretive approach. Data were collected through a semi-structured questionnaire with residents to analyze development phenomena and their social impacts, evaluating the right to the city and the social function established in the City Statute. The research was carried out in person in a city on the coast of northeastern Brazil. Investigations demonstrate that public policies, concomitant with the city's development works and the growing occupation of space by the real estate market, have increased the prices of services and properties. We conclude that the municipality studied is in an embryonic process of gentrification, which is accelerated with marketing strategies that commodify the city as a tourist destination, generating social and economic impacts on the well-being of residents, especially the most vulnerable. The theoretical implications of this study address the role of marketing in urban development, rekindling the discourse of exchange value, instead of use value.