Massage marketing is everything you do.
Sounds a bit ambiguous, I know, but here's why:
Massage, and service business in general, is most effectively marketed by word of mouth. If I do everything with character and as much integrity as I can, it's a) more likely that I'll be seen in a positive light, and b) more likely that others will want to be associated with my business. From clients to strategic alliance, trust is operative when you show good character.