Common Language in Marketing Project

The Common Language in Marketing Project was initiated by MASB, the Marketing Accountability Standards Board, in 2011. The first version of the dictionary was launched in 2012. The project team, comprised of project partner representatives and academic members of MASB as well as MASB staff, meets remotely each month to review new terms and consider term revisions. Current members are:

Paul Farris, Co-Leader
Landmark Communications Professor of Business Administration
University of Virginia
Darden School of Business
John Gaski, Co-Leader
Associate Professor
Notre Dame University
Mendoza College of Business
David Reibstein
William S. Woodside Professor of Marketing
University of Pennsylvania
The Wharton School

Allan Kuse
MMAP Center
Former MASB Executive Director

Earl Taylor
Chief Knowledge Officer
Marketing Science Institute
at the Advertising Research Foundation

Todd Kaiser 
Director
Segmentations and Strategic Research
Numerator
Tony Pace
President & CEO
MASB
Frank Findley
Executive Director
MASB
Erich Decker-Hoppen
MASB Director of Communication
Dictionary Editor and Webmaster

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