Universal Marketing Dictionary Project

In 2011, the Common Language in Marketing Project was assembled by MASB, the Marketing Accountability Standards Board. Comprised of marketing association representatives, MASB staff, and MASB members representing both academics and marketing practitioners, the team used the American Marketing Association’s online dictionary as a basis and launched the Common Language Marketing Dictionary, marketing-dictionary.org, in 2022 renamed The Universal Marketing Dictionary.

The number of curated terms has grown from a few hundred to nearly 2,000. With no paid advertising, UMD usage has increased remarkably fast on organic promotions like Marketing Term of the Week and Google‘s use of the dictionary for marketing definition search snippets.

The UMD Project team meets monthly online to review new terms and consider term revisions. Current members are:

Erich Decker-Hoppen
MASB Director of Communication
Dictionary Editor & Webmaster
Paul Farris, Co-Lead
Landmark Communications Professor of Business Administration
University of Virginia
Darden School of Business
John Gaski, Co-Lead
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 
Segmentations and Strategic Research
Joanna Seddon
Chief Executive Officer
Frank Findley
Executive Director

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