All versions: 3.11 | 3.10 | 3.9 | 3.8 | 3.7 | Development versions: 3.12 | Unsupported versions: 3.6 | 3.5 | 3.4

There is no substantial difference between running the code generator with Maven or in standalone mode. Both modes use the exact same <configuration/> element. The Maven plugin configuration adds some additional boilerplate around that:

<plugin>
  <!-- Specify the maven code generator plugin -->
  <!-- Use org.jooq            for the Open Source Edition
           org.jooq.pro        for commercial editions, 
           org.jooq.pro-java-6 for commercial editions with Java 6 support,
           org.jooq.trial      for the free trial edition 
         
       Note: Only the Open Source Edition is hosted on Maven Central. 
             Import the others manually from your distribution -->
  <groupId>org.jooq</groupId>
  <artifactId>jooq-codegen-maven</artifactId>
  <version>3.4.6</version>

  <executions>
    <execution>
      <id>jooq-codegen</id>
      <phase>generate-sources</phase>
      <goals>
        <goal>generate</goal>
      </goals>
      <configuration>
        ...
      </configuration>
    </execution>
  </executions>
</plugin>
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