I used to have a card, which I would keep on every desk I worked at. It said, "Everything you do is marketing". I then left it to a person new to marketing, who, I felt, needed it more.. And here is a quote from "This is marketing" by Seth Godin: "Everything you do, from the way you answer the phone to the design of your packaging, from your location to the downstream effects of your work, from the hold music to the behaviour of your executives or co-workers — all of it is a form of brand marketing. You can’t measure it. You might not even notice it. But it still matters."
The sum of marketing touchpoints making up brand marketing.
The book is not about the tactics, though, but about the philosophy and the strategy of modern marketing. And I love Seth Godin's attitude to work (that matters), marketing and well, humans.