The management of Marketing: an alternative in enterprises development.

The company product portfolio has to be review and permanent adjust in order to achieve the given objectives. The present work has as an objective to design and to implement a procedure of specialized cements development at Cement Siguaney's Company in Sancti Spíritus, due to the decline phase in which was the enterprise caused by the dated technologies and the development of other cement companies existing in the country with efficient and a cheap process in the dry way. The implementation of the procedure for the development of new products at Cement Siguaney's Company in Sancti Spíritus made possible that the company became one of its kind dedicated to the production and commercialization of specialized cements. Each of the phases of the procedure is based on the use of investigation techniques (inductive and deductive analytic-synthetic, historical and logical)and empirical-experimental level (document analysis, surveys, observation, experiment and data triangulation) The fundamental results of present work are framed in the increment of the specialized cements request, bigger productivity of work, technological efficiency, humanization of work, among others