My chief understanding of the exponential and the logarithm come from Spivak's wonderful book Calculus. He devotes a chapter to the definitions of both.
Think of exponentiation as some abstract operation $f_a$ ($a$ is just some index, but you'll see why it's there) that takes a natural number $n$ and spits out a new number $f_a(n)$. You should think of $f_a(n) = a^n$.
To match our usual notion of exponentiation, we want it to satisfy a few rules, most importantly $f_a(n+m) = f_a(n)f_a(m)$. Like how $a^{n+m} = a^na^m$.
Now, we can extend this operation to the negative integers using this rule: take $f_a(-n)$ to be $1/f_a(n)$. then $f_a(0) = f_a(n-n) = f_a(n)f_a(-n) = 1$, like how $a^0=1$.
Then we can extend the operation to the rational numbers, by taking $f_a(n/m) = \sqrt[m]{f_a(n)}$. Like how $a^{n/m} = \sqrt[m]{a^n}$.
Now, from here we can look to extend $f_a$ to the real numbers. This takes more work than what's happened up to now. The idea is that we want $f_a$ to satisfy the basic property of exponentiation: $f_a(x+y)=f_a(x)f_a(y)$. This way we know it agrees with usual exponentiation for natural numbers, integers, and rational numbers. But there are a million ways to extend $f_a$ while preserving this property, so how do we choose?
Answer: Require $f_a$ to be continuous.
This way, we also have a way to evaluate $f_a(x)$ for any real number $x$: take a sequence of rational numbers $x_n$ converging to $x$, then $f_a(x)$ is $\lim_{n\to\infty} f_a(x_n)$. This seems like a pretty reasonable property to require!
Now, actually constructing a function that does this is hard. It turns out it's easier to define its inverse function, the logarithm $\log(z)$, which is the area under the curve $y=1/x$ from $1$ to $z$ for $0<z<\infty$. Once you've defined the logarithm, you can define its inverse $\exp(z) = e^z$. You can then prove that it has all the properties of the exponential that we wanted, namely continuity and $\exp(x+y)=\exp(x)\exp(y)$. From here you can change the base of the exponential: $a^x = (e^{\log a})^x = e^{x\log a}$.
To conclude: the real exponential function $\exp$ is defined (in fact uniquely) to be a continuous function $\mathbb{R}\to\mathbb{R}$ satisfying the identity $\exp(x+y)=\exp(x)\exp(y)$ for all real $x$ and $y$. One way to interpret it for real numbers is as a limit of exponentiating by rational approximations. Its inverse, the logarithm, can similarly be justified.
Finally, de Moivre's formula $e^{ix} = \cos(x)+i\sin(x)$ is what happens when you take the Taylor series expansion of $e^x$ and formally use it as its definition in the complex plane. This is more removed from intuition; it's really a bit of formal mathematical symbol-pushing.
You have put your finger precisely on the statement that is incorrect.
There are two competing conventions with regard to rational exponents.
The first convention is to define the symbol $a^x$ for $a > 0$ only. The symbol $\sqrt[n]{a}$ is defined for negative values of $a$ so long as $n$ is odd, but according to this convention, one wouldn't write $a^{1/n}$, for instance.
In defining $a^{p/q}$ to be $(\sqrt[q]{a})^p$, the author you quoted chose the fraction $p/q$ to be in lowest form so that the definition would be unambiguous. For example, $a^{10/15}$ is defined to be $(\sqrt[3]{a})^2$. However, it is preferable to define $a^{p/q}$ to be $(\sqrt[q]{a})^p$ in all cases and to prove that this definition is independent of the particular representation chosen for $p/q$; this is what more rigorous books tend to do. That is, you prove that if $p/q = r/s$, then $(\sqrt[q]{a})^p = (\sqrt[s]{a})^r$. There is no mention of lowest form.
The competing convention is to also allow $a^x$ to be defined for all $a \ne 0$ and all rational numbers $x = p/q$ that have at least one representation with an odd denominator. You then prove that $(\sqrt[q]{a})^p$ is independent of the particular representation $p/q$ chosen, so long as the denominator is odd. Thus you can write $a^{3/5} = (\sqrt[5]{a})^3 = (\sqrt[15]{a})^{9} = a^{9/15}$. All of that is fine. However, you cannot write $a^{6/10} = (\sqrt[10]{a})^6$, or even $a^{6/10} = \sqrt[10]{a^6}$. The number $a^{6/10}$ is well-defined, but to write down its definition, you must first select a fraction equivalent to $6/10$ that has an odd denominator, which could be $3/5$ or $9/15$ or something else. For $a^{1/2}$, this can't be done at all, so $a^{1/2}$ is undefined for $a < 0$.
The rules for exponents break down if you start allowing $a < 0$ and exponents that can't be written with an odd denominator. For example, the rule $a^{xy} = (a^x)^y$ is valid, but only so long as $x$ and $y$ are both rational numbers that can be written with an odd denominator. This is not the case if you write $a^1 = (a^2)^{1/2}$, despite the fact that both sides of the equation are defined since $a^2 > 0$.
Edit Reading the paper by Tirosh and Even, I was surprised to learn this matter has drawn serious attention from math educators.
A long time ago, I assumed that, apart from complex extensions, $a^x$ for non-integer $x$ should be defined only for $a > 0$. I reasoned that it made no sense to have a function $(-2)^x$ defined only for rational numbers $x$ with odd denominator. I objected strenuously to notations like $(-8)^{1/3}$.
But that was before I taught a calculus class, which is when I realized why some textbook authors are so happy to define $a^x$ for $a < 0$, following the second convention. The reason is that the formula $\frac{d}{dx}(x^r) = rx^{r-1}$ is perfectly valid for $x < 0$ and $r$ with odd denominator.
Best Answer
For a real number $a\neq0$, $n\geq0$, and $m>0$, $a^{-\frac n m}$ is defined as the multiplicative inverse of $a^{\frac n m}$ (all the other equations from your second line then apply); i.e. $$a^{-\frac n m}=\frac 1 {a^{\frac n m}}.$$
Thus, for example, $64^{-\frac13}=\dfrac1{64^{\frac13}}=\dfrac1{\sqrt[3]{64}}=\dfrac14$.