Introduction

A definition of a term like Marketing is not easy at all and is subject to change and amendments sometimes even by its maker. An example is the American Marketing association where, In accordance with its bylaws, American Marketing Association has established a policy for a periodic review of the definition of marketing because, “from time to time, it makes sense to reconsider and update the Associations view of its field”. In 2004, their definition for marketing was: “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”. Another definition came out in 2007, modifying this one and it came that, “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”. The second definition, they said, “takes into account input from a broad cross-section of the Association membership. Marketing is regarded as an 'activity' instead of a 'function' and positions marketing as a broader activity in a company or organization, and not just a department. The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholder or organization”*. For us, regarding what we have learned, the definition of marketing should take into consideration that marketing firstly identifies customers’ needs, then it creates, communicates, and delivers value to satisfy the needs it has identified from customers. The definition should also take into consideration that those activities are performed in a competitive environment where technology and information are moving fast. Therefore,