The most common and most likely answer to this crossword clue is the 9 letter word MARKETING
I've seen this crossword clue in The Times
M
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Buddy explains!
The straight part
We know that "Promoting" is the straight/definition part of the clue. The straight part is often a synonym or definition, in this case promoting = marketing.The cryptic/wordplay part
In cryptic crossword there's often an wordplay/cryptic part as well.This part involves a more complex hint, such as an anagram, homophone, hidden word, etc.
Sadly, We don't have an explanation for this specific crossword clue yet.
What does MARKETING mean?
MARKETING verb- To make (products or services) available for sale and promote them.
- To sell
- To deal in a market; to buy or sell; to make bargains for provisions or goods.
- Buying and selling in a market.
- The promotion, distribution and selling of a product or service; the work of a marketer; includes market research and advertising.
- (up to the 1920s) Shopping, going to market.