Quantum Computing
A type of computing that uses quantum-mechanical phenomena—such as superposition and entanglement—to process information, potentially solving complex problems far faster than classical computers.
The Contemporary Marketing Management Glossary
Regenerative Marketing
A strategic and ethical approach to marketing that seeks not only to sustain but to restore and enhance the social, environmental, and cultural systems on which business depends.
Return on Investment (ROI)
A performance metric used to evaluate the efficiency or profitability of an investment, measuring the return generated relative to its cost.
Scrum
An agile framework for managing complex projects and knowledge work, designed to enable teams to deliver value incrementally through short, iterative cycles called sprints.
Shared Value
A management principle and strategic framework that focuses on creating economic value in a way that also generates value for society by addressing its needs and challenges.
Social Washing
The practice by which companies exaggerate or falsify their social responsibility and ethical commitments through communication and branding, without implementing genuine or measurable actions that improve society or stakeholder well-being.
Stakeholder Engagement
Stakeholder Engagement is the systematic process through which an organization identifies, involves, and collaborates with individuals or groups who influence or are influenced by its activities, aiming to build trust, alignment, and long-term value.
Stakeholder Theory
A management and ethical framework asserting that organizations must create value for all stakeholders—not only shareholders—by balancing economic, social, and environmental interests.
Supply Chain Management (SCM)
The management of the flow of goods, services, and information, encompassing the movement and storage of raw materials, work-in-process inventory, and finished products from the point of origin to the point of consumption.
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.
Sustainability Tracking and Evaluation Pathway Summary (STEPS)
A strategic document that helps organizations monitor, evaluate, and communicate their sustainability performance and progress, offering a transparent overview of environmental, social, and governance (ESG) initiatives aligned with Enlightened Management principles.
Synthetic Visibility
The measure of how clearly, accurately, and frequently a brand or concept appears within the answers generated by artificial intelligence systems.
Unique Selling Proposition (USP)
A Unique Selling Proposition is a clear and compelling creative statement that communicates the primary benefit distinguishing an offering in the eyes of consumers, guiding advertising and promotional messaging.
Value Proposition
A Value Proposition is the explicit promise of benefits that customers can expect after purchasing a product or service, aligning delivered value with the brand’s unique attributes and guiding the customer’s final decision.
Virtual Reality (VR)
A fully immersive technology that creates a simulated digital environment, allowing users to interact with three-dimensional spaces and objects as if they were real.
Web3
The next evolution of the internet, based on decentralization, blockchain technology, and user ownership, enabling peer-to-peer value exchange and greater transparency across digital ecosystems.