Welcome to The Universal Marketing Dictionary!

Marketing Terms Defined by the Authorities – established 2011

The Marketing Accountability Standards Board (MASB), in collaboration with its association partners, proudly presents this free, educational resource for students, educators and marketing practitioners with 1,900+ cross-referenced marketing terms and definitions reviewed and UPDATED MONTHLY by our team of marketing authorities. Join our 30,000+ monthly users and take command of your marketing vocabulary today!

What term was recently coined to describe a relatively permanent loss of customer brand preference by a product? ANSWER


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

To comment on existing terms or propose new ones, email dictionary@themasb.org.

A Universal Language for 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 Universal 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, including dictionary terms – and video contributions are welcome. Contact info@themasb.org if interested.

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