Operations Research in Marketing, Harvard Business Review
In a small but increasing number of companies the traditional intuitive and judgmental approach to marketing decision making is giving way to advanced mathematical model analysis, which can be most helpful to business managers. This development has led to practical applications in such areas as new products, pricing, advertising, physical distribution, and sales force management.
Kotler, Philip. 1967. Operations Research in Marketing. Harvard Business Review. 45(1): 30-188.