I have a comment regarding the statement that "you create need". I think this is a common misconception amongst marketers. Marketers do not create need. Rather, the goal of marketing is to communicate how a product/service meets a need. For example, the need for entertainment. Marketers didn't create this need. It exists outside of marketing. Where marketing plays a role is communicating how a product meets one's entertainment needs.
I think that is an old school definition. It is very common to have business development included as part of the marketing organization and considered within the marketing scope. Think about the modern marketing function of Product Evangelist. Biz dev and prodcut evangelism is all about demand creation, which is turn is part of a "pull" marketing strategy. Try Googling "marketing demand creation" and you'll get a few million hits.