Marketing - Marketing is defined by the American Marketing Association (AMA) as ‘an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders’

Below-the-line marketing - Any form of advertising for which a commission fee is not payable to a recognised advertising agency operating on behalf of its clients. The ‘line’ is an imaginary boundary between those advertising media which pay commission to advertising agencies, and those which do not. Examples of below-the-line media include promotional and sale materials, while above-the-line is traditionally radio, print media and television.

Sales Promotion - Any activity concerned with the promotion of sales, but also taken to exclude advertising. Promotions are designed to encourage customers to buy products by offering incentives, such as contests, coupons, sweepstakes, samples, free gifts and so on. Promotion is one of the four elements of the promotional mix (which includes advertising, personal selling and publicity).

Front End Marketing - The act of focusing marketing and promotional efforts on acquiring new customers. Front end marketing aims to sell products or services to new customers only. The equally important counterpart to front end marketing is back end marketing, the focus of promotional efforts and marketing on an existing customer base.
Companies wishing to be successful online in the long run must become adept at back end marketing because it offers a much lower cost to the marketer, provides higher response and conversion rates as well as higher profitability.

Marketing Strategy - A marketing strategy is a high level plan of action and objectives for the marketing function of a business. A marketing strategy is comprised of: A review of the current situation (current strategy, products, customers, market conditions, marketing budget, etc.); a review of the competition (products, strategy, market share, etc.); setting clear & concise goals or objectives; a marketing plan consisting of specific marketing tactics or activities; implementation and execution of activities outlined in marketing plan; progress review or assessment. A marketing strategy provides a business a well-defined route to follow with a clear destination and detailed objectives. A good strategy always has a “review” phase to check if the strategy is working to accomplish the goals and objectives that have been established.
Marketing strategy is long-term in nature, not a one-time activity. It provides a vision and path for the financial future of an organisation.