Allan Kuse, PhD.,is Chief Advisor to the MMAP Center of the Marketing Accountability Standards Board (MASB). Wikipedia participation is on behalf of the MASB Common Language Project 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 the project is to eliminate ambiguity in marketing terminology and definitional differences among marketing, C-suite management and finance within organizations and across businesses and industries by establishing MASB-endorsed common language for marketing activities and metrics.

The Marketing Accountability Foundation and its Marketing Accountability Standards Board is the independent, private sector, self-governing body authorized by its membership constituency to establish marketing measurement and accountability standards across industry and domain, for continuous improvement in financial performance and for the guidance and education of business decision makers and users of performance and financial information. The body is operated exclusively for charitable, educational, scientific, & literary purposes within the meaning of Section 501 (c) (3) of Internal Revenue Code and its members include academics and practitioners from the marketing and finance disciplines.