Marketing Dictionary


The Common Language in Marketing website is an ongoing and comprehensive wiki of globally relevant marketing terms, activities, metrics, and systems. The open-source, curated library of definitions combines the insights of leading marketing academics, industry trade associations and subject matter experts with input from the broader community.

The objectives of the Common Language In Marketing project are:

  • to eliminate the ambiguity and definitional differences between functions within and across firms and their partners.
  • 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.

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These terms are endorsed, owned, and supported by the Marketing Accountability Standards Board (MASB), the American Marketing Association (AMA), the Association of National Advertisers (ANA), and the Marketing Science Institute.


The American Marketing Association holds the official definition of marketing and marketing research as well as more marketing terms.


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.

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.

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.

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