Journal of Marketing Research · 1986 · 44 citations · 0 references
BusinessMarketingMarketing ManagementAdvertisingAgency TheoryDecision TheoryAdvertising ManagementAdvertising StrategyAsymmetric InformationInformation AsymmetryInformation EconomicsLeverage Decisions
Donald S. Tull, Van R. Wood, Dale Duhan, Tom Gillpatrick, Kim R. Robertson, James G. Helgeson, "Leveraged" Decision Making in Advertising: The Flat Maximum Principle and Its Implications, Journal of Marketing Research, Vol. 23, No. 1 (Feb., 1986), pp. 25-32