Dirección de marketing 15ª ed. Edition Philip Kotler

Part 1. Understanding Marketing Management 
1. Defining Marketing for the New Realities
2. Developing Marketing Strategies and Plans

Part 2. Capturing Marketing Insights 
3. Collecting Information and Forecasting Demand
4. Conducting Marketing Research

Part 3. Connecting with Customers 
5. Creating Long-term Loyalty Relationships
6. Analyzing Consumer Markets
7. Analyzing Business Markets
8. Tapping into Global Markets

Part 4. Building Strong Brands 
9. Identifying Market Segments and Targets
10. Crafting the Brand Positioning
11. Creating Brand Equity
12. Meeting Competition and Driving Growth

Part 5. Shaping the Market Offerings 
13. Setting Product Strategy
14. Designing and Managing Services
15. Introducing New Market Offerings
16. Developing Pricing Strategies and Programs

Part 6. Delivering Value 
17. Designing and Managing Integrated Marketing Channels
18. Managing Retailing, Wholesaling, and Logistics

Part 7. Communicating Value 
19. Designing and Managing Integrated Marketing Communications
20. Managing Digital Communications: Online, Social Media and Mobile Marketing
21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling

Part 8. Managing the Marketing Organization 
23. Conducting Marketing Responsibly for Long-Term Success