The article's objective is to present the main concepts of emergent and deliberated strategies in a wider concept of strategic marketing. The administration of these strategies is very important to the objectives of the firm.Thus, we applied the method of study of cases to provide the possibility for the understanding of the many dimensions of the problem.The main contribution of this work to strategic administration in the organization is the composition of the emergent and the deliberated strategies aiming at flexibility in the short-term planning, but with consistence in the long-term planning.
Strategic marketing; enterprise strategies; strategic administration