"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 journalArticlepeer-review

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

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