Marketing still feels like a bad word to me, because its used so poorly much of the time. I like Kathy Sierra’s views on marketing. Instead of:
people understand what you’re doing
people become interested in what you’re doing
people get excited about what you’re doing
it turns into
People understand how your product/service helps them kick ass
People become interested in how it can help them kick ass
People get excited on how fun it is to kick ass
I like her notion on marketing should not be about the product/company/developer but how it helps them kick ass.