For one better agreement of the object of study of this work, is asked: Sales, productivity, satisfaction and economic development, in the present time, are related to the programs of quality in the attendance and Marketing of relationship? Marketing and its Evolution One evidenced that the development of a good product was not the sufficient for the permanence and growth of the company. It had the lack to become this accessible product the consumer; to create communication channels being recognized the necessities of the form public to promote the identification of the product, guaranteeing its consumption. Was transferred to have it the necessity of if making MARKETING. KOTLER (2000) in 1987, wrote the first edition of Administration of Marketing, at this time marketing was a simple subject very, the function of the marketing for the consuming one was only on the basis of principles of mass marketing, already the enterprise marketing was come back toward construction of the best force of sales.

The great department stores, regional chains of supermarkets and a great number of small store formed the retail scene. The professionals of marketing at that time needed to take decisions difficult, were they who determined the characteristics and product qualities, created and organized services that supported these to complete sales? for the one of to initiate a relationship? ; of to close a business? for to constitute loyalty. ‘ ‘ Marketing of Relationship the boarding given for the relationship marketing is to become the biggest number of customers fidiciary offices the company, and reaching specific markets, specializing themselves creating solutions to correct its imperfections. For WIERSEMA (1996, P. 16) the relationship with the customer ‘ ‘ it can be cominho more certain to guarantee sucesso.’ ‘ KOTLER (2000, P. 35), tells that the objective of the relationship marketing is to develop satisfactory relationships of long stated period with its customers in order to acquire and to keep its predilection and its businesses in the long stated period, being compelled itself and providing to products and condizentes services of high quality and prices to the other parts throughout the time, creating strong economic connector links, social techniques and between the involved ones.