Changing an art into a science.

The article reports on the support of several U.S. companies for the efforts of the Marketing Science Institute (MSI) to make marketing a science. The backers of the initiative include J. Walter Thompson Co., Scott Paper Co., and Du Pont. The purpose of a study by the MSI was to explore the manner in which companies really decide the amount of time, money, and confidence to put into advertising, personal selling, and sales promotion.