I saw a post here about the difference between promotion and marketing. And when I did a google search, I ran across this interesting article on marketing. Here's a link and quote.
Marketing involves the "4 P's" - Product, Price, Place and Promotion. A marketing plan looks at everything from the appropriateness of the Product for its market (target markets, competition, quality of the product, production values, etc.), how it is Priced in the market (low cost leader, price leader, value play, etc.), where it will be sold (Place) which for books is mostly about what types of distribution and outlets will be used, and finally Promotion - which people usually think of as "marketing" but you can now see, it is only one piece of marketing.