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As it origins indicates, marketing was first referred as a strictly business discipline principally for profit-oriented purpose built though business activities (American Marketing Association 1985 in Hunt p.8) indicating marketing center core to lay on “market transaction” (Luck 1969 in Hunt 2010 p.8-9) and “exchange process” (Kotler and Zaltman 1971 p.4; Newman 1993 p.8) of goods and/or services between a producer/seller and consumer/buyer.
Over time, marketing had been viewed more than just a financial process: a social process (Ohio State University 1965 in Hunt 2010 p.8), recognizing its societal dimensions (Lazer 1969 in Hunt 2010 p.8), argued and demonstrated to be practiced and beneficial as well for nonbusiness/nonprofit oriented organizations (Kotler and Levy 1969 in Hunt 2010 p.8).
This extension of marketing concept resulted to an improvement of its essence; laying on a “general idea of exchange” of “values” (Hunt 1972 in Hunt 2010 p.9) for common good as its main purpose and results (Lavidge 1970 in Hunt 2010 p.9), focusing on “how transactions are created, stimulated, facilitated, and valued” – Kotler (1972 in Hunt 2010 p.9-10). Thus, “transaction” (Kotler 1972 in Hunt 2010 p.9) should not only involve activities of transportation, buying and selling (Lavidge 1970 in Hunt 2010 p.8). Lastly, marketing essence and core idea remain as “the establishment of mutually satisfying exchange relationships” (Baker and Saren 2010 p.3) archived through separate but closely related practices, components and occupations (identified today likewise as professions) that marketing’s profession envelopes such as; pricing, sales management, distribution, retailing, advertising, market research, wholesale management, distribution management, marketing management, retail management (O’Shaughnessy 1990 p. 3; hunt 2010 p.55).