Marketing management / Philip Kotler y Kevin Lane Keller.

Defining marketing for the new realities –Developing marketing strategies an plans – Capturing marketing insights – Conducting marketing research – Connecting with customers – Analyzing consumer markets – Analyzing business markets – Tapping into global markets – Identifying markets segments and targets – Crafting the brand positioning – Creating brand equity -- Addressing competition and driving growth – Setting product strategy – Designing and managing services – Introducing new market offerings – Developing pricing strategies and programs – Designing and managing integrated marketing channels – Managing retailing wholesaling – Designing and managing integrated marketing communications – Mana mass communications advertising, sales promotions , events and experiences, and public relations – Managing digital communications online, social media, and mobile – Managing personal communications direct and data bases marketing and personal selling – Managing a holistic marketing organization for the long run.