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Marketing strategies may differ depending on the unique situation of the individual business.However, there are a number of ways of categorizing some generic strategies.There are simulations such as customer lifetime value models which can help marketers conduct "what-if" analyses to forecast what might happen based on possible actions, and gauge how specific actions might affect such variables as the revenue-per-customer and the churn rate.

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A key aspect of marketing strategy is often to keep marketing consistent with a company's overarching mission statement.

Marketing strategy should not be confused with a marketing objective or mission.

A brief description of the most common categorizing schemes is presented below: In this scheme, firms are classified based on their market share or dominance of an industry.

Typically there are four types of market dominance strategies: They emphasise these product developments, and in a significant amount of cases, studies have shown that early entrants – or pioneers – into a market have serious market-share advantages above all those who enter later.

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