Common Language Marketing Dictionary

The Definitive Source for Marketing Terms and Definitions

Welcome to the Common Language Marketing Dictionary, a free educational resource for students, educators and marketing practitioners with more than 1,800 marketing terms and definitions, the Marketing Term of the Week quiz and more!

Managed by MASB (Marketing Accountability Standards Board), the Common Language Marketing Dictionary is also sponsored by the AMA (American Marketing Association), ANA (Association of National Advertisers), IAB (Interactive Advertising Bureau) and MSI (Marketing Science Institute). See Project Partners.

Project Objectives

A significant hurdle in the drive toward marketing accountability has been the lack of agreed-upon definitions for commonly used marketing terms. Because a singular authority for marketing terms and definitions encourages trust and collaboration, marketing’s top industry associations, leading academics and subject matter experts have collaborated to produce this free educational resource – with input from the global business community. Project objectives are:

  • 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

Editorial Process

Proposed marketing terms are screened by the Common Language in Marketing Project team. Definitions are researched by MASB staff and then reviewed, edited and approved by the team.

Your input is welcome!

Comment on existing terms or propose new marketing terms by emailing or submit the form at Contact Us.

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