Work

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

Year: 1986

Type: article

Source: Journal of Marketing Research

DOI: 10.2307/3151773

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

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4248729097

FWCI:

Cites:

Cited by: 43

Related to: 10