Note—A Comment on “Modeling the Marketing Mix Decision for Industrial Products”
评论了Lilien的ADVISOR 2模型与Buzzell-Farris基于PIMS数据的研究，指出两者结果存在重要不一致，提醒使用这些模型评估营销预算时需谨慎。
A recent article by Lilien (Lilien, Gary L. 1979. ADVISOR 2: Modeling the marketing mix decision for industrial products. Management Sci. 25 (February) 191–204.) reports the principal findings of the ADVISOR 2 project, in which regression models are used to explain levels of advertising and marketing expenditures by industrial product manufacturers. Lilien compares ADVISOR results with some analyses of PIMS data which we reported in 1976 (Buzzell, Robert D., Paul W. Farris. 1977. Marketing costs in consumer goods industries. Hans Thorelli, ed. Strategy + Structure = Performance. Indiana University Press, 122–145.), and states that “… the results of the Buzzell-Farris study on the PIMS data and the results of ADVISOR are quite consistent.” We cannot agree with this conclusion. We believe there are important inconsistencies between the two studies, which should be considered by anyone who might use the ADVISOR model—or the PIMS-based models—to evaluate actual marketing budgets.