Common Language Marketing Dictionary

Marketing Terms Defined by the Authorities

MASB, the Marketing Accountability Standards Board, is proud to present the Common Language Marketing Dictionary, a free educational resource for students, educators and marketing practitioners. Designed to eliminate ambiguity and improve business communication, the dictionary has more than 1,800 marketing terms and definitions and is regularly updated to help you improve your business vocabulary.

Your input is welcome!

What makes this resource special is a dedicated team of marketing academics and practitioners actively working to expand and improve it by regularly adding new marketing definitions based on what’s happening in Marketing today.

The Common Language in Marketing Project Team meets monthly to consider and select proposed new terms – and your input is welcome! Definitions are researched and drafted by MASB staff and then reviewed, edited and approved by the team.

To comment on existing terms or propose new ones, email

Common Language in Marketing

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.

A project of MASB, the Common Language Marketing Dictionary was developed with support from and in collaboration with the AMA (American Marketing Association), ANA (Association of National Advertisers) and MSI (Marketing Science Institute).

Project Objectives

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


MASB’s Finance in Marketing Education Project is building a Finance in Marketing Library on the MASB/YouTube Channel. Marketing measurement and research authorities address critical topics – and video contributions are welcome. Contact if interested.

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