Livraria Cultura and its binary vendors:

a case study on the virtual store

Abstract

The cyberspace is an environment that has changed behavioural pattern in various segments, from communication to changes in the forms of relationship. In this trajectory, a new reality of consumption arises where the sellers are the result of binary combinations arquitetadas by marketing professionals and systems analysts. This article provides a brief analysis, based on literature search and case study, the tools of marketing adopted by the Culture Bookstore in its point-of-venda address: the Internet. For this reason, adopts, in particular the concepts of Castells (1999), McLuhan (2005), Hagel III & Armstrong (1998) and Wind, Mahajan & Gunther (2003) to understand the observations from the analysis developed.