The Circle of Marketing
Seth Godin, marketing guru, separates the different steps of marketing in his blog:
"Most amateurs and citizens believe that marketing is the outer circle. Marketing = advertising, it seems. The job of marketing in this circle is to take what the factory/system/boss gives you and hype it, promote it and yell about it. This is what so many charities, politicians, insurance companies, financial advisors, computer makers and well, just about everyone does."