Welcome to our free, educational resource for students, educators and marketing practitioners with 1,900+ cross-referenced terms and definitions reviewed and updated monthly by our team of marketing academics and practitioners. Established in 2011, the Universal Marketing Dictionary is administered by the Marketing Accountability Standards Board (MASB) and endorsed by the American Marketing Association (AMA), Association of National Advertisers (ANA) and Marketing Science Institute (MSI@theARF). UMD is frequently referenced by Google in marketing-related searches.
Join 30,000+ monthly users in taking command of your marketing vocabulary today!
Which metric is defined as the fraction of a brand‘s customers who use only that brand? |
Who Should Use the UMD?
This lexicon is intended to provide agreed-upon definitions and metrics for common (and not so common) advertising and marketing terminology. It combines the insights of leading marketing academics, industry trade associations, and subject matter experts with input from the broader community. The dictionary is intended for use by:
- client-side marketers
- advertising and marketing agencies
- media outlets
- business school students
- business school professors
- consultants
- press
- anyone interested in the exciting world of Marketing!
Your input is welcome!
Our dedicated team of marketing academics and practitioners are actively working to expand and improve the dictionary by regularly adding new marketing definitions based on what’s happening in Marketing today. Definitions are researched and drafted by MASB staff and then reviewed, edited and approved by the PROJECT TEAM – and your input is welcome!
New suggestions can be submitted and will be reviewed by our project team. If accepted, these new terms will be posted for the use of all interested parties.
To comment on existing terms or propose new ones, email dictionary@themasb.org.
The AMA Dictionary
The Universal Marketing Dictionary is a collaboration of marketing organizations, including the American Marketing Association. Recognizing that the UMD was going to be the only regularly curated and updated marketing lexicon on the Internet, the AMA turned over its popular AMA Dictionary for incorporation in 2010, making it one of the orginal sources for the UMD, which now has hundreds of sources from across the marketing sphere!
