Karen M Scheller on behalf of the Common Language Project at MASB.
Led by Dr. Paul Farris (University of Virginia Darden School of Business), Carl Spaulding (Nielsen Catalina Ventures), and Dr. David Reibstein (Wharton School, University of Pennsylvania), the objective of this project is to eliminate ambiguity in marketing terminology and definitional differences between C-Suite management, finance, marketing, sales and research within an organization and across the marketing industry and businesses by establishing MASB-endorsed common language for marketing activities and metrics.
