Marketing strategy is a dynamic component of the overall corporate strategy. It is an indispensable routine every marketer must engage in, in order to capture the attention of the customer. The product designed and marketed must, therefore, be unique and not another “Me too” product in the expanse of look-alike products. This paper explores the literature review available in the area of marketing strategy. A literature review is the synthesis of all that has been done by accredited researchers in a particular area. It is used to identify gaps in knowledge in that area. This paper includes a review of articles, books, and research from various sources on topics covering segmentation, positioning, buzz marketing, storytelling etc. The paper presents the concepts related to developing a marketing strategy in congruence with the overall corporate strategy of a firm. The main focus is to understand the theoretical aspects of marketing practices that all profitable firms adapt to, in order to remain distinct from their competitors.