Nowadays emerged from various forms of investment in various types of
organizations, a fact that can be seen as a global economic alternative. Therefore,
the purpose of this article is to demonstrate the importance of marketing for credit
unions, since such investment can help them to stay on the market longer.
According Nickels and Wood (1999), marketing can be seen as a method by which
it seeks to create and maintain good relationships with customers and all
stakeholders, called stakeholders. In this study we sought, through a literature
review, analyze the importance of relationship marketing for credit unions. Through
this review, it was noted that the vast majority does not invest in marketing, despite
having great potential for growth and the company does not have knowledge of
differential in this segment.
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