This article is the result of the knowledge acquired throughout the career of business administration, giving an approach to the fundamental issue about marketing and its categorization, all of this because the world of markets tends to evolve over time. years, arrival of new eras, which means that organizations must adapt to new forms of communications, campaigns that generate new trends for consumers, thus allowing marketing to easily integrate with the creativity and ingenuity of the person or organization. Hence, for the world of organizations there is a constant competitiveness that must be worked on every day, this is observed from social networks to radio advertisements, products that did not exist, but now it is distinguished to generate that feeling of need by experiencing a new way of help for daily life both at home and at work here is the importance of the world of marketing in customer inclusion, both external and internal all this is driven by a social culture that impacts people. It should be considered, on the other hand, from the point of view of entrepreneurs or managers since the guide provides recommendations for the practice of marketing adaptable to the business or view of whoever wants to apply them all for a correct development in steps for its assembly, this lies in offering a process of knowledge that illustrate the different tools in the formula of effective strategies in order to achieve success in market competition.