Definitions of marketing and press terms

Marketing
Marketing is the process in which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development.

Viral marketing
Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes, analogous to the spread of pathological and computer viruses.

Guerilla marketing
The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.

Specialist press
Specialist press is a term used for different companies who focus on certain 'specialist' areas of the market.

Mass media press
Mass media is a section of media designed to reach a large audience. The term was coined in the 1920s with the advent of nationwide radio networks, mass-circulation newspapers and magazines. However, some forms of mass media such as books and manuscripts had already been in use for centuries.