Artificial Intelligence
The simulation of human intelligence in machines designed to think, learn, and act autonomously through algorithms, data processing, and adaptive models.
The Contemporary Marketing Management Glossary
Big Data
Extremely large and complex datasets that can be analyzed computationally to reveal patterns, trends, and correlations, especially related to human behavior and interactions.
Business Intelligence
A set of technologies, processes, and practices that collect, analyze, and visualize business data to support strategic and operational decision-making.
Civil Economy
An economic paradigm that places the human person and the common good at the center of economic activity, promoting cooperation, reciprocity, and sustainability as drivers of prosperity.
Corporate Social Responsibility
A management approach in which companies integrate social and environmental concerns into their operations and stakeholder interactions on a voluntary and ethical basis.
Customer Relationship Management
A strategic approach and technology system for managing an organization’s relationships and interactions with current and potential customers.
Data-Driven Decision Making
A managerial approach that bases strategic and operational decisions on data analysis and empirical evidence rather than intuition or tradition.
Digital Transformation
The strategic integration of digital technologies into all areas of an organization, fundamentally changing how it operates, creates value, and engages with stakeholders.
Enlightened Management
A human-centered management philosophy that harmonizes business success with social and environmental responsibility, guiding organizations toward long-term prosperity beyond profit.
Enterprise Resource Planning
An integrated software system that organizations use to manage and coordinate key business functions such as finance, supply chain, production, sales, and human resources.
Environmental, Social, and Governance
A set of criteria used to evaluate a company’s environmental sustainability, social responsibility, and corporate governance practices, forming the basis for responsible investment and long-term value creation.
Generative Artificial Intelligence
A branch of AI focused on creating new and original content—such as text, images, audio, or code—by learning from vast datasets and generating outputs that mimic human creativity.
Generative Engine Optimization
The art and strategy of making a brand visible, recognizable, and quotable within the answers generated by artificial intelligence systems.
Horizontal Leadership
A collaborative and distributed leadership model in which authority and responsibility are shared among all members of an organization, fostering innovation, trust, and collective accountability.
Impact Marketing
A strategic and people-centered approach that mobilizes all stakeholders to generate a positive social and environmental impact, where profit is the natural result of ethical and responsible business practices.
Machine Learning
A subset of Artificial Intelligence that enables systems to automatically learn and improve from experience without being explicitly programmed.
Marketing Distinguo
A marketing philosophy focused on authentic differentiation, helping organizations stand out not by lowering prices but by amplifying their unique value, meaning, and identity.
People × Purpose × Planet
A strategic formula expressing the integrated relationship between people, purpose, and the planet as the foundation for sustainable prosperity in modern business and marketing.
Predictive Analytics
The use of statistical models and machine learning techniques to forecast future outcomes based on historical and real-time data.
Sustainability
The capacity to meet present needs without compromising the ability of future generations to meet their own, integrating environmental, social, and economic dimensions of development.
Synthetic Visibility
The measure of how clearly, accurately, and frequently a brand or concept appears within the answers generated by artificial intelligence systems.