The actions of ecomarketing oumarketing ecological must be integrated to the actions of the social marketing and derelacionamento, because the ecological marketing considers an integrated boarding dasrelaes of the companies with its internal and external public, thus searching asatisfao of all: companies, consumers and environment. The company who practises the marketing for social causes podese to be valid the communication to create an association of its image institucionalou of mark to the social work that develops in the community. Pringle and Thompson (2000, P. 189) they affirm that the marketing campaign social causes to deveriaser the same carried through in level, importance and weight that the too much communications damarca. The company who practises the marketing for social causes can decide to entrecriar a direct association of its image to the social cause worked by it, to communicate its social action only the determined types of public or still to nocomunicar nothing regarding its social projects, and not to use to advantage this causacomo factor of competitive differentiation.

The politics to tie the social action with the image of organizaopode to generate two types of reactions in the market: the consumer can considerarlegtima the intention of the company, as he can also consider it as mere prticaassistencialista, that has the only objective to generate more sales. In the first situation, the social flag will be able to improve the image of the company, already in the second situation, it will only contribute for its consuming (REINERT, 2001a). It is important that the companies are intent for formacom that they present to the public the work played in the social field. Reinert (2001b) places that the necessary social activity to be integrated to the daempresa culture so that it does not run the risk of being seen as opportunist, lembrandoque the divulged projects must be consistent, that the social action does not have serdivulgada in excess and that the resources applied in communication do not have serdesproporcionais to the size of the investment carried through in the proper project.

Federal Constitution

On environment, the Federal Constitution of 1988 1, makes use: Article 228: ' ' All have right to the environment ecologically balanced, public easement of the people and essential to the healthy quality of life, imposing if to the Public Power the duty to defend it and to the collective to preserve it for the future gifts and geraes' '. The Constitution of the State of Rio De Janeiro, of 1989, makes use: Article 258: ' ' All have right to the ecologically healthful and balanced environment, public easement of the people and essential to the quality of life, imposing if to all, in special to the Public Power the duty to defend it, to watch over for its recovery and protection in benefit of the current generations and futuras' '. The primitive man was not capable to provoke disastrous disequilibria on the processes that affected the system of support in the biosfera, a time that any provoked alterations if gave in scale lesser, allowing to a bigger control and the stability of ecosystems. In this period of the history of the man this coexisted the nature in passive way, without many impacts, modifying its way of life from the possibilities offered for the nature, from the limits taxes for this. From the domain of the production techniques, of the development of the form of if relating with the work, the man extended its potentialities of domain on the nature and the knowledge of the nature was becoming the man each time more Sir of itself. Its power of transformation of the nature obviously grew. This new conception of world changed its relation with the nature, happened of this transformation negative effect. In synthesis, its power to modify the nature comes from its capacity of domain of new techniques of work and tools, its organization in society human beings and of the creation of institutions and finally its evolution of the technician-scientific knowledge.