Marketing Dictionary

A significant hurdle in the drive toward marketing accountability has been the lack of agreed-upon marketing definitions as well as associated metrics and measures for evaluating outcomes from marketing activities. A singular authority for marketing terms and definitions encourages trust and collaboration.

Managed by MASB (Marketing Accountability Standards Board), the Common Language Marketing Dictionary is an ongoing collaboration of marketing’s top industry associations, combining the insights of leading academics and subject matter experts with input from the global business community.

Project Objectives

  • to eliminate ambiguity and definitional differences among functions within and across firms
  • to encourage trust and collaboration within and across functional areas in organizations, the marketing industry and the broader business community
  • to enhance marketing measurement and accountability through a commonly understood language of marketing

Project Partners

  • The Marketing Accountability Standards Board (MASB) of the Marketing Accountability Foundation, is an independent, private sector, self-governing body of marketing and finance academics and practitioners whose Mission is to: Establish marketing measurement and accountability standards for continuous improvement in financial performance and for the guidance and education of business decision-makers and users of performance and financial information.
  • The American Marketing Association (AMA) was established in 1937 by visionaries in marketing and academia. Today, the AMA has grown to be one of the largest marketing associations in the world, with over 30,000 members who work, teach and study in the field of marketing across the globe. As the leading organization for marketers, AMA is the trusted go-to resource for marketers and academics, counted on as the most credible marketing resource where members can stay relevant with knowledge, training and tools to enhance lifelong learning and obtain valuable information and connections.
  • Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes more than 600 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers.


  • Founded in 1961, the Marketing Science Institute is a nonprofit, membership-based organization dedicated to bridging the gap between marketing science theory and business practice. With approximately 70 corporate members and a global network of academics, MSI provides a forum for the exchange of ideas and practices that advance marketing science and inspire solutions to real-world business problems.

Marketing terms and definitions are researched by MASB staff and reviewed by an editorial panel appointed by the project partners.

Version Digital NEO

Edicion 231