COMMONLY USED ACRONYMS
| ATL | Above the line media (e.g. TV) |
| BTL | Below the line media (e.g. POS materials) |
| CLM | Customer lifetime management |
| CLV | Customer lifetime value |
| CMO | Chief marketing officer |
| CPM | Cost per mille |
| CRM | Customer relationship management |
| ERP | Enterprise resource planning |
| GRP | Gross rating points |
| KPI | Key performance indicator |
| LCC | Low-cost countries |
| LoMEX | Local marketing excellence |
| MMM | Marketing mix modeling |
| OMEX | Online marketing excellence |
| OTT | Over the top video |
| P&L | Profit and loss |
| PL | Private label |
| POS | Point of sale |
| RCQ | Reach–cost–quality |
| RFP | Request for proposals |
| RFQ | Request for quotes |
| ROI | Return on investment |
| TRS | Total return to shareholders |
| TVC | Television commercial |
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