I think we may be thinking of different intensities of activity to be described as 'marketing'. I'm not necessarily thinking anything aggressive here. And as I said you don't even actually have to be selling something. It's all bound up in the concept of
'cultural capital', and an analysis of the modern culture surrounding the practices generally known as witchcraft and paganism through this lens. Which might be dumb, I admit.
Lets look at the landscape of books on modern pagan witchcraft. We can begin with things like "Buckland's Big Book" which was a sincere attempt to convey a particular tradition to things like Scott Cunningham where the goal was to create a solitary path particular to oneself through an accumulation of favorable imagery. Then the internet occurred, and a culture that used to be conveyed within the structure of covens and whatever wider social universe surrounded them exploded into being.
How does one attract attention to oneself in this kind of environment, assuming you feel the need to share a particular approach you are taking? You give it a name. Some of these names are quite functional and serve a purpose. For instance 'celtic shamanic witchcraft' could be expected to involve techniques of shamanic journeying in a celtic mytho-context. Balkan traditional witchcraft (
great book on it here) could be expected to conform as much as possible to the believed practices of the traditional witches of the Balkan region. In each of those contexts I would imagine there is "kitchen witchcraft" taking place. This is why I think calling yourself a kitchen witch as a set term is a little ridiculous. Writing a book on kitchen witchcraft from the perspective of your tradition, with recipes and so on, would be quite alright. But the idea that there is a substantial distinction between kitchen witchery and any other form of witchcraft strikes me as a little off.