To define its future, we have to know how it evolves. Marketing, in its different contexts, has been evolved from to-market, market(ing)-to, to the stage of market(ing)-with. In this paper, the author cites American Marketing Association’s (AMA’s) definition of marketing at different stages to exemplify the development of marketing. Obviously, the main idea of this paper would be author’s definition about marketing, with its focus and attention on concept of society, collaborative process, value, and stakeholders, that “Marketing is the adaptive process, in society and organizations, of collaborating to communicate, create, provide, and sustain value for customers through exchange relationships while meeting the needs of diverse stakeholders.” According to my personal experience and background of marketing, I believe the definition has pretty much covered the whole picture as well as the core value of marketing. However, it is the three elements, value, stakeholders, and collaborative process that impress me, because I believe those would be the keys that make marketing a comprehensive system.…