To delimit this question, one searched to understand the evolution of the traditional marketing to understand the development of the relationship marketing, characteristic of this new millenium. In the conception of Snake (1992, P. 36), when implanting the fidelizao programs the company will create a differential next to the customers, therefore … the fidelizao programs are important allies, therefore, differentiate the company in the mind of the customers, unblocking the mechanisms of selective perception and the selective retention, adding an emotional component to the relationship. These programs are a process that uses the integrated communication to establish a continued, lasting and rewarding relationship with the customers, being aimed at to increase loyalty and the yield for the recognition mechanism and rewards of most loyal. b) To look the niche, focus and approach of market To search a specific niche and its focus of performance they are measured strategical important. It company to be able to conquer a solid position it must abide the eight important steps: the necessary company to understand the dynamics and the trends of market; the companies must focus positioning factors; the company has that to develop the total product; the company must long for as white a public specific, having to find a market niche; the company has that to understand what it is success and what it is failure; it is important that the company understands the differences between being come back it market and being directed toward the marketing; the value of a mark is different for complex products and good of consumptions of low risk; the company has that to be made use to try. Defining its specific niche, the company searchs overcoming and reduction of risks front to the competition and starts to understand better its customers, being searched to satisfy them from its necessities. c) To come back and to integrate to the company for the customer When he is next to the customers, we are in the way for the real competitive advantage, therefore …