The Common Language in Marketing website

The Common Language in Marketing website is an ongoing and comprehensive encyclopedia of globally relevant and standardized marketing terms, activities, metrics, and systems. This open-source, curated library of definitions combines the insights of leading marketing academics, industry trade associations, and subject matter experts with input from the broader community.

The objectives of the Common Language in Marketing Project are:

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

Marketing Terms (A–Z)

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