Others have defined marketing strategy as having important components: definition of the target or market and declaration of the product aimed at the chosen target (Smith, 2003). Marketing strategy includes some points of view that need to be identified, first, product price, place and promotion (4Ps) are characterized as marketing strategy in many sources examined. Sometimes promotion can be divided into push and pull strategies and pricing into market skimming and market penetration strategies, but ultimately they are all part of the marketing strategy (Varadarajan, 2010). The main premises or fundamental issues of marketing strategy are (Smith, Blazovich & Smith, 2013; Varadarajan, 2010). 1- The purposes of marketing strategy: A- To enable organizations to obtain and sustain a competitive advantage in the market. B- Create market-based relational and intellectual resources. C- Allow organizations to build beneficial exchange relationships with customers. D- Modify, influence and shape customer behaviors. E- Identify and increase new paths of differentiation and F- Improve the importance of non-price related criteria compared to price in the decision-making process of brand choice by buyers 2- The last objective can be achieved by segmenting the market into subgroups and offering according to customer needs for each segment 3- Differentiation means heterogeneity in the offering 4- A sustainable competitive advantage is an important condition for a company to compete in the long term.5- In an industry, there will be more than one marketing path or strategy to achieve the desired performance. industries can achieve superior performance by applying different marketing strategies, for example promotional strategies (... half of the paper... of marketing strategy create both relational and intellectual market-based resources, building advantageous exchange relationships with customers and creating a competitive advantage ( Varadarajan, 2010). Competitive advantage is any advantage that differentiates one company from another (Porter, 1996), so it can be considered an important dimension in any marketing strategy and involves superior market position, profitability, customer value ( Dong-Hun, 2010). Optimizing customer service, enabling partnership channels and networks, spotting opportunities in unexpected places, engagement and brand loyalty are the main conclusive factors in any marketing strategy (Moscato & Moscato, 2011). Table 2.3 indicates a summary or aggregation of all dimensions or factors related to marketing strategy in order to include all relevant concepts highlighted in the literature.