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| Author: | Tull, D. S. Wood, V. R. Duhan, D. |
| Title: | "Leveraged" decision making in advertising : the flat maximum principle and its implications. |
| Journal: | Journal of Marketing Research
1986 : FEB, VOL. 23:1, p. 25-32 |
| Index terms: | ADVERTISING RESEARCH DECISION MAKING ADVERTISING EXPENDITURE ADVERTISING EFFECTIVENESS |
| Language: | eng |
| Abstract: |
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