| Sumario: | Adequate marketing management in companies serves to implement on the fly tools that allow the development of strategies to position a brand, company or product. In the article to be analyzed, two important aspects are presented in the performance of an industry in the market; on the one hand, strategic management and on the other hand, marketing, but undoubtedly both are essential for organizations to achieve their objectives and goals. For this reason, a review of the literature is proposed to elucidate the approaches to administrative management and market orientation, so that the results obtained can be used as references for managers and organizations. The results show that the administrative approach depends to a great extent on the economic environment of the organization and the customer orientation tends to be the most successful.
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