Kotler and Armstrong develop their orginal definition to recognise the importance of the longer-term relationship with the customer. This is achieved by relationship marketing and Customer Relationship Management (CRM).
The CIM definition looks not only at identifying customer needs, but also satisfying them (short-term) and anticipating them in the future (long-term retention). The definition also states the importance of a process of marketing, with marketing objectives and outcomes. CIM is recognised as being one of the most influential marketing
bodies in the world. It is the professional body for marketing in the United Kingdom.
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007)
Again, in common with Kotler and Armstrong above, the AMA focuses its definition on value creation and delivery, and the longer-term retained customer.
The enigma of marketing is that it is one of man’s oldest activities and yet it is regarded as the most recent of business disciplines.
Baker introduces the elephant in the room. Marketing has always been part of business, and it is a myth that it is purely a contemporary idea.
Also see the Philosophy and Theory of Marketing