Having a marketing strategy is the key element of any company’s effective operation in the market. However, there is no unique concept proposed by modern marketing researches, both in terms of size and characteristics of markets. The article presents authors perspective of oil market marketing strategy by analyzing its current status, trends, and prospects; special attention was paid to evidence and international scenario of investment in the oil industry. The paper presents and develops classification of the investment climate, financial flows, and demand and supply of oil companies equities, and also demonstrates communication with the current market conditions and financial factors, with the relations between emerging and oil markets. Finally, these findings are examined for the potential insights they provide to apply marketing approach in considering institutional consumers’ external and internal needs.