"Leveraged" Decision Making in Advertising: The Flat Maximum Principle and Its Implications

Don S. Tull, Van R. Wood, Dale Duhan, Tom Gillpatrick, Kim R Robertson, James G. Helgeson

Research output: Contribution to journalArticle

Original languageEnglish
Pages (from-to)25-32
JournalJournal of Marketing Research
StatePublished - 1986

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    Tull, D. S., Wood, V. R., Duhan, D., Gillpatrick, T., Robertson, K. R., & Helgeson, J. G. (1986). "Leveraged" Decision Making in Advertising: The Flat Maximum Principle and Its Implications. Journal of Marketing Research, 25-32.