Optimal Marketing

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<namePart>Corstjens, Marcel</namePart>
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<abstract>Samsung spends a billion dollars a year on marketing. Here's how it knows it's putting every dollar in the right place. Samsung's marketing executives were able to build predictive models that would help identify where and how today's marketing investments would yield the highest future returns</abstract>
<note type="statement of responsibility">by Marcel Corstjens and Jeffrey Merrihue</note>
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<topic>Marketing estratégico</topic>
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<text>October 2003 ; p. 114-121</text>
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