Murketing is an advertising strategy that avoids direct sales of a product and focuses instead on vagaries such as marketing buzz, brand identity and publicity.
[1][2] Well known examples of murketing include the launch of Red Bull, which spent millions of dollars promoting stealth events and competitions that had little to do with their actual product.
[3] Pabst Blue Ribbon similarly attempted to cultivate an apathetic image by deliberately not trying to sell or brand their product, knowing that doing so would have alienated their brand-weary potential customers.
[3] The use of viral videos, often unattributed or only indirectly attributed to a brand or company, is also considered a "murketing" technique.
He claims to have come up with the word while on assignment for Outside Magazine in Cuba in order to describe the "murky marketing" displayed by Red Bull’s sponsorship of a kyteboarding contest.