How often do you find yourself talking marketing strategy and the other person is talking about promotional tactics? Mary Schmidt writes in Marketing Is Easy! I’ll Read a Book!,

Dr. Near is confusing marketing with advertising. She spent $50,000 on advertising during her first year in business, with no results. In Albuquerque, that’s a lot of money and a lot of advertising. Nary a mention of other marketing tactics or Internet strategy in the article.

I've reached the point where I just don't use the term 'marketing' any more. One of the secrets of market-driven leaders is to know the difference between Big M marketing and little m marketing.