•A new definition of Augmented Reality Marketing.•Augmented Reality Marketing is strategic and interdisciplinary, and not limited to promotional activities or consumers as target audiences.•BICK FOUR framework delineates four groups of AR Marketing objectives: Branding, Inspiring, Convincing and Keeping.•A survey among 127 managers provides insights into current practices and challenges.•Discussion of contemporary definitions of AR, VR (Virtual Reality), and XR.•Introduction of fundamental premises to further the AR Marketing discipline. Augmented Reality (AR) has received increased attention over the last years, both from managers and scholars alike. Various studies in the marketing discipline have tackled fragmented aspects of AR, such as its impact on sales or brands. Yet, a holistic approach to AR remains scarce. Therefore, the authors define “Augmented Reality Marketing” as a novel, strategic, and potentially disruptive subdiscipline in marketing. In conjunction, they discuss a nuanced customer journey model for AR Marketing strategy and propose the BICK FOUR framework (branding, inspiring, convincing, and keeping) as a tool to organize corresponding goals. Another contribution is the introduction of several fundamental differences between AR Marketing and traditional digital marketing concepts, such as redefining the reality concept (reduced reality, normal reality, and augmented reality in a metaverse context). Insights from 127 managers further enhance the current and future practices of AR Marketing. Finally, a discussion of ethical and legal considerations completes the assessment.