Marketing and publicity are two concepts that more often than not are intertwined, but even though they have many similarities and they can be complementary to each other, they are not the same thing. Marketing is defined as a set of techniques and studies with its main objective being the commercialization of a product. Whereas advertising is a way of communication trying to increase the number of people that see the product.
Taking this definition into consideration, there are some differences to state. First, marketing is a concept that needs to have many things into perspective, from the sale of the product, its distributors, price and promotion of this service or product. Instead, publicity is just a way of making the product visible and more appealing to the consumer. Knowing this, it can be considered that both ways are complementary of each other but not necessarily exclusive one from one another.