ADVISOR 2

MODELING THE MARKETING MIX DECISION FOR INDUSTRIAL PRODUCTS.

Research output: Contribution to journalArticle

92 Citations (Scopus)

Abstract

Results are reported of the ADVISOR 2 study, aimed at providing an understanding of and guidance for marketing mix decisions for industrial products. The study involved 22 companies and 131 products. Although cross-sectional in nature, justification is presented for using the descriptive results as guidelines for marketing budget allocations, year-to-year changes in advertising spending and for selection of distribution channels. The level of marketing expenditures and the split of marketing into advertising and personnel selling are shown to be affected by a few, general product and market characteristics of which product sales and the number of customers are key. A discussion of the use of the ADVISOR models both for marketing decision making and for marketing researchers and model builders is included.

Original languageEnglish (US)
Pages (from-to)191-204
Number of pages14
JournalManage Sci
Volume25
Issue number2
DOIs
StatePublished - Jan 1 1979

Fingerprint

Advisors
Modeling
Marketing mix
Marketing
Channels of distribution
Budget allocation
Market characteristics
Product characteristics
Expenditure
Justification
Marketing decision making
Personnel
Guidance

All Science Journal Classification (ASJC) codes

  • Strategy and Management
  • Management Science and Operations Research

Cite this

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abstract = "Results are reported of the ADVISOR 2 study, aimed at providing an understanding of and guidance for marketing mix decisions for industrial products. The study involved 22 companies and 131 products. Although cross-sectional in nature, justification is presented for using the descriptive results as guidelines for marketing budget allocations, year-to-year changes in advertising spending and for selection of distribution channels. The level of marketing expenditures and the split of marketing into advertising and personnel selling are shown to be affected by a few, general product and market characteristics of which product sales and the number of customers are key. A discussion of the use of the ADVISOR models both for marketing decision making and for marketing researchers and model builders is included.",
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ADVISOR 2 : MODELING THE MARKETING MIX DECISION FOR INDUSTRIAL PRODUCTS. / Lilien, Gary L.

In: Manage Sci, Vol. 25, No. 2, 01.01.1979, p. 191-204.

Research output: Contribution to journalArticle

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