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.