Glossary of marketing terms Absolute advantage

Matrix organisation. A complex form of organisational structure bringing together the competencies of geographic knowledge, product knowledge and know how, and functional competencies - financial, production and marketing - and a knowledge of the customer, industry and its needs.

Media scheduling. A timetable for the allocation of advertising messages in the media over a given time horizon.

Media. Any paid for communication channel including television, radio, posters etc..

Mercantilism. A nationalist doctrine of one nation prospering at the expense of another nation.

Message. An informative communication about a product or service placed in a communication channel.