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RESUMO Diversos produtos, servicos e empreendimento tem se denominado sustentaveis. Mas como saber o que realmente e sustentavel e o que e marketing? Com o intuito de verificar a veracidade da sustentabilidade do bairro Pedra Branca, em Palhoca, Santa Catarina, e auxiliar na formulacao de futuros bairros sustentaveis no Brasil, esse artigo busca discutir os conceitos de sustentabilidade, planejamento urbano, tendencias do mercado imobiliario, bairros sustentaveis e suas premissas e, ainda, analisar as caracteristicas do bairro em questao. Para entao, a partir de uma comparacao entre os parâmetros que determinam o que e um bairro sustentavel e os apresentados pelo estudo de caso, chegar a uma conclusao quanto a sustentabilidade do bairro Pedra Branca. PALAVRAS-CHAVE: Sustentabilidade. Marketing. Pedra Branca. SUSTAINABLE NEIGHBORHOOD: A SUSTAINABLE ALTERNATIVE OR AN ADVERTISING STRATEGY ABSTRACT Many products, services and enterprises have been labeled as sustainable. But how to know what really is sustainable and what is advertising? In order to verify the truthfulness of the neighborhood of Pedra Branca in Palhoca, Santa Catarina, and also to assist new formulation of future sustainable neighborhoods in Brazil, this article seeks the discussion of the concepts of sustainability, urban planning, real estate market trending, sustainable neighborhoods and its premises and also analyses the characteristics of the mentioned neighborhood. For then, from a comparison between parameters that determinate what is a sustainable neighborhood and those presented in the case studied, achieve a conclusion about the sustainability of Pedra Branca’s neighborhood. KEY-WORDS : Sustainable. Advertising. Pedra Branca. BARRIOS SOSTENIBLES: UNA ALTERNATIVA SOSTENIBLE O ESTRATEGIA DE MARKETING. RESUMEN Muchos productos, servicios y emprendimientos se denominan sostenibles. Pero como saber lo que realmente es sostenibilidad e lo que es marketing? A fin de que se verifique la veracidad de la sostenibilidad del barrio Pedra Branca en Palhoca, Santa Catarina, y auxiliar en la formulacion de futuros barrios sostenibles en Brasil, el presente articulo busca examinar los conceptos de sostenibilidad, planificacion urbana, tendencias del mercado inmobiliario, barrios sostenibles y sus asunciones y, tambien, examinar las caracteristicas del mencionado barrio. Para luego llegar a una conclusion sobre la sostenibilidad del barrio Pedra Branca desde la comparacion entre parametros que determinan lo que es un barrio sostenible y aquellos presentados en el estudio de caso. PALABRAS-CLAVE Sostenibilidad. Marketing. Pedra Branca.

BAIRRO SUSTENTÁVEL: UMA ALTERNATIVA SUSTENTÁVEL OU ESTRATÉGIA DE MARKETING?