there is a movement within the international scenario to value nursing among other health professions using professional marketing tools. through an integrative literature review using the lilacs, medline, web of science, and scielo databases, we discuss marketing as a tool for increasing nursing visibility. as a result, publications relating marketing to nursing published in the period from 2000 to 2010 were selected. after reading the titles and abstracts of the 91 articles resulted from the database searches, eight articles which outlined in its majority the use of means of mass communication as a professional marketing strategy for health promotion and a professional image linked to media such as the internet and television were selected. the theme is not well explored in nursing research, but there are perspectives for improvement, due to the increasing interest and recognition of its importance.