Abstract
The marketing language in Romanian is recent, having its beginnings in the 90s of the last century. Modern marketing has evolved from strictly economic processes and phenomena to psychosocial ones, which derive from the subjective behavior of the consumer. The paper analyzes the most common procedures for establishing marketing terms in Romanian in the etymological, semantic and structural aspects and concludes that the marketing language is interdisciplinary, with a continuous dynamics, with terminological fluctuations, in search of identity and of its characteristics.