PLANEJAMENTO ESTRATÉGICO NA URBANIZAÇÃO DA REGIÃO SUDESTE DE GOIÂNIA

Abstract

This Dissertation examines the process of urbanization in Goiânia from 80 years in the Southeast within a concept of strategic planning, seeking to maximize profits in the face of the business model. Goiânia has undergone a process of change in urban space. The expansion of the city enters into the logic of capital, the center no longer meets the population's interest, because it is no longer valued as a local economic and social development in the city of Goiania. The construction of the shopping, let the city center obsolescent, ie there is a concentration of public and private investments in this region at the expense of the downtown area. With their deployment to Southeast Goiania undergoes a rapid real estate appreciation, induced by an imprint of corporate strategic planning, where the exchange value overrides the value in use. Implants in a rational logic of occupation from the Southeast, there is the first hypermarket, modern condominiums are built horizontal and vertical (some famous brand), new hotels, the Municipal Palace, the Cathedral in the future, the Federal Public Ministry, utilities and the Forum of Goiania. . These buildings add that part of town to the market logic. The strategic planning demonstrates how to become effective decision-making processes and action planning, considering the economic and social forces. In the process, urban marketing comes as a communicator of growth in the Southeast region of Goiania, manifested through the creation of the image through advertising. In fact, the region is developing and the mall is the main responsible for this rapid growth.