ADVISOR PROJECT: A STUDY OF INDUSTRIAL MARKETING BUDGETS.

Gary L. Lilien, John D.C. Little

Research output: Contribution to journalArticle

33 Scopus citations

Abstract

Companies that sell to industrial and business markets must determine how much to spend for various elements in the marketing mix. No systematic quantitative guidance is currently available to aid managers facing these decisions. ADVISOR, a joint project of M. I. T. and the Association of National Advertisers, addresses this need in the case of advertising budgets. Data on sixty-six diversified products from twelve companies have been analyzed to determine key product and market factors that affect advertising expenditures and media allocation decisions. New forms of guidelines have been developed to aid industrial product managers in setting and allocating advertising budgets by providing information on industry norms, using as input about a half dozen standard product-market factors.

Original languageEnglish (US)
Pages (from-to)17-31
Number of pages15
JournalSloan Manage Rev
Volume17
Issue number3
StatePublished - Jan 1 1976

All Science Journal Classification (ASJC) codes

  • Medicine(all)

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