The approach of the stakeholders SH, popularized by Freeman (1984) has occupied a place relevant to all organizations regardless of their purpose. Although the date has not been achieved consensus on its scope, much less on its definition, it is undeniable that brings in the understanding of the environment of the organization and in broadening the vision managerial roles and responsibilities beyond the role Maximizer utilities. The theories of the stakeholders have been grouped into three basic categories: narrative, instrumental and regulations. The narrative tends to generate proposals and exploratory specify characteristics and behavior of individual agents. The instrumental used to explore the relationship between causes and effects and to understand how they are Managed relations. The legislation establishing the quality and value of the hierarchy interests and needs that emerge from the relationship between actors. The SH can be categorized according to a number of criteria among which are find relevance, risk, size, location, strength, interest and dimension, giving well rise to a number of types useful in the processes of analysis or evaluation. In the area Management has always existed a natural link between stakeholders and performance Organizational, forcing managers to identify each group and their interests and develop processes to monitor his behavior for decision-making. In the Marketing is also beginning to take force the issue of stakeholders, especially, when he refers chain and value system, customer relations and analysis context to mention a few.