- Bellmunt, T. V., & Deltoro, M. F. (2005). Auge y declive del Marketing Mix. In ESIC Market 36, (121), 141-167. https://www.esic.edu/documentos/revistas/esicmk/060130_412378_E.pdf
- Drumwright, M. E. & Kosnik, T. J. (1989). Marketing Strategy Formulation. Product #: 590001-PDF-ENG Harvard Business Publishing Education https://hbsp.harvard.edu/product/590001-PDF-ENG*
- Echeverry, L. (2007). Casos colombianos de marketing. https://repository.cesa.edu.co/handle/10726/279
- Ferrel, O.C., & Hartline, M.D. (2012). Estrategia de marketing. Cengage Learning https://www-ebooks7-24-com.cvirtual.cesa.edu.co/?il=4204 Disponible impreso https://cesa.locate.ebsco.com/instances/b575ce64-f603-5063-ba86-41423f349c33?sort=author
- Infoentrepreneurs. (s.f). Write a marketing plan. https://www.infoentrepreneurs.org/en/guides/write-a-marketing-plan/
- Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0 : From Products to Customers to the Human Spirit. Wiley. http://cvirtual.cesa.edu.co/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=319520&lang=es&site=eds-live Disponible impreso https://cesa.locate.ebsco.com/instances/826fa016-3124-5221-8100-d77f799700f6?sort=author
- Lamb, C. (2014). MKTG : marketing. Cengage Learning https://www-ebooks7-24-com.cvirtual.cesa.edu.co/?il=9266 Disponible impreso https://cesa.locate.ebsco.com/instances/4eec8eda-aa79-5059-9188-1a91b4a04b5c?option=keyword
- Lamb, C.W; Hair, J. Walker, O; Harper, W; Mullins, J; Larréché, J.C (2006). Marketing Estratégico McGraw Hill.
- Levinson, J.C (2007). Guerrilla Marketing. Houghton Mifflin: New York. http://cvirtual.cesa.edu.co/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=1871228&lang=es&site=eds-live Disponible impreso https://cesa.locate.ebsco.com/instances/007890be-0a02-58df-8c72-1e3f194e054f?sort=author
- Lozano, J. B. C. (2011). La Teoría Económica Y Financiera Del Precio: Dos Enfoques Complementarios. Revista Criterio Libre, 9(15), 60–80. http://cvirtual.cesa.edu.co/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=fua&AN=71701551&lang=es&site=eds-live
- Luther, W. (2011). The Marketing Plan : How to Prepare and Implement It: Vol. AMACOM. http://cvirtual.cesa.edu.co/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=359060&lang=es&site=eds-live Disponible impreso https://cesa.locate.ebsco.com/instances/03474877-8ec9-516d-ac17-22ab6380f30f?sort=author
- Rosker, E., Echeverri Cañas, L. M., & Colegio de Estudios Superiores de Administración. Cesa. (2010). Casos colombianos de marketing: parte II. Colegio de Estudios Superiores de Administración-CESA. Disponible impreso https://cesa.locate.ebsco.com/instances/48b385c3-803a-5c87-8eea-a2711882105e?sort=author
- Walker, O., Mullins, J. (2011). Marketing Strategy. McGraw Hill Disponible impreso https://cesa.locate.ebsco.com/instances/92ad0230-13d9-512e-a5a3-f5ee93eec34a?sort=author
- Walker, O., Mullins, J., y otros (2005) Marketing Estratégico. McGraw-Hill Interamericana. Disponible impreso https://cesa.locate.ebsco.com/instances/a8c5c851-92cf-5e98-bbf4-e75b05925ca3?sort=author
*Los casos son enviados por el docente
