For in such a way, it searchs to associate its name adeterminados values and concepts consecrated for the Public Opinion … the organizations concentrate many economic interests queinteragem inside of its structure, searching to maximize the results and guarantee continuity in the market: the shareholders, who supply the capital; ostrabalhadores, that answer for the production; the consumers, who influence nosucesso of the company; in a way each stronger time, the administrators, queexercem the control of the company. To take care of the necessities of these cited public, asempresas they had expanded its marketing action for the symbolic market, passing to adesenvolver institucional actions, directed toward the setting of a good image daorganizao next to the diverse public of the market, creating the Marketing deImagem. Therefore the marketing starts to maximize its social side in search deinteresses in common of the company and the consumer. In accordance with Vaz (2000, P.

13), the techniques of institucional marketingempresarial and are established in such a way that the markets material and simblicofuncionam as complementary realities, are presented of modointer-related that the times it becomes difficult desmembra them. 2,5 Ambient marketing When she is about search of the responsible ones for the harmful processoprodutivo to the environment we point the companies, specifically odepartamento of marketing that has as purpose to vender a greater quantidadede product and to generate more consumption through propagandas and distribution that nose worry in replanejar its action in order to contribute for the preservaoambiental. Being thus, the green marketing it appeared to improve the imageminstitucional and to guarantee a profitability in the productive process dasorganizaes, that is, to vender products and to protect the environment. For Vaz (2000, P. 347): … the manufacture of products ' ' verdes' ' , in increasing attendance onda of a strong ambient consumerismo, formed for a mass bigger cadavez of made use purchasers to only acquire products that notrouxessem harmful or harmful consequences to the environment, and recusarterminantemente the harmful products life.