In marketing, points of contact between the customer and your communications, products and people are the only things that really matter.  These interactions with you constitute your marketing, from the customers point of view.  These are  touch points, and we find that most of them aren’t itemised in a firms marketing budget or plan.
There used to be just four Ps of marketing (product, price, place and promotion) which are sometimes referred to as the marketing mix.   Every marketing expert seems to have their own set of P’s, and wants to interfere with what is a very useful framework for trying to a target a specific group of customers with a specific product.