| Author: | Corstjens, M. Merrihue, J. |
| Title: | Optimal marketing |
| Journal: | Harvard Business Review
2003 : OCT, VOL. 81:10, p. 114-121 |
| Index terms: | Marketing Management Products Companies |
| Language: | eng |
| Abstract: | Samsung spends a billion dollars a year on marketing. Here's how it knows it's putting every dollar in the right place. Undertaking an intensive 18-month project, the company gained the ability to determine accurately which markets should receive precious resources and which should not. |
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